The effect of word of mouth and brand image on consumer purchasing decisions at PS Cosmetic Store in Sidenreng Rappang Regency
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Mariana Mariana(1*)
Department of Digital Business, Faculty of Economics and Business, Universitas Muhammadiyah Sidenreng Rappang
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Andi Riska Andreani Syafaruddin(2)
Department of Digital Business, Faculty of Economics and Business, Universitas Muhammadiyah Sidenreng Rappang
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Rahman Yakub(3)
Department of Digital Business, Faculty of Economics and Business, Universitas Muhammadiyah Sidenreng Rappang
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Bahtiar Herman(4)
Department of Digital Business, Faculty of Economics and Business, Universitas Muhammadiyah Sidenreng Rappang
(*) Corresponding Author
Keywords:
Word of Mouth (WOM), Brand Image, Purchase Decision
Abstract
This study investigates the influence of word of mouth (WOM) and brand image on purchase decisions at PS Kosmetik Store in Sidenreng Rappang Regency. A quantitative explanatory approach was employed using survey data collected from 351 consumers selected through purposive sampling based on the Slovin formula. Data were analyzed using multiple linear regression with SPSS 26 to examine both the individual and combined effects of the independent variables. The findings indicate that WOM and brand image each have a positive and significant effect on purchase decisions. Simultaneously, both variables significantly explain purchase decisions, accounting for 53.0% of the observed variance (R² = 0.530). The results suggest that positive customer recommendations and a strong brand image play complementary roles in shaping consumer purchasing behavior. This study highlights the importance of strengthening customer communication strategies and maintaining a favorable brand image to enhance consumer trust, encourage purchase decisions, and improve retail competitiveness.
Keywords: Word of Mouth (WOM); Brand Image; Purchase Decision
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References
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Tasriastuti, N. A. (2024). The influence of price, electronic word of mouth (e-WOM), and brand image on purchasing decisions in Shopee e-commerce platform. Jurnal Ekonomi dan Bisnis, 19(1), 111–118.
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https://doi.org/10.20527/jwm.v11i1.230
Wijayanto, G., Jushermi, J., & Novandalina, A. (2024). The influence of social media on purchasing decisions. Epsilon: Journal of Management (EJoM), 2(1), 312–323.
Apriliani, H. N., & Setyawati, H. A. (2023). Pengaruh electronic word of mouth, brand image, dan brand trust terhadap keputusan pembelian produk moisturizer Skintific. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 5(3), 247–258. https://doi.org/10.32639/jimmba.v5i3.448
Erwin, R. P., Haslindah, & Rusdi, M. (2025). Analisis pemasaran produk terhadap penggunaan marketplace Facebook di Percetakan Dinda di Kabupaten Sidenreng. PROMOSI: Jurnal Program Studi Pendidikan Ekonomi, 13(2), 560–574. https://doi.org/10.24127/jp
Fathin, A., Cahaya, Y. F., & Erasashanti, A. P. (2022). Pengaruh persepsi harga, promosi penjualan, dan citra merek terhadap kepuasan untuk meningkatkan loyalitas pelanggan (Studi kasus pengguna SIM Card Telkomsel di Jabodetabek). Seminar Nasional Riset Ekonomi dan Bisnis 2022, 284–307.
Fauzia, N. W. A., & Albari. (2024). The influence of brand image, brand loyalty, and word of mouth (WOM) on purchase intention for Somethinc brand. Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM), 2(4), 31–46. https://doi.org/10.63901/ijebam.v2i4.68
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Gulo, I., & Suhardi, S. (2025). Pengaruh e-WOM, kepercayaan konsumen, dan brand awareness terhadap keputusan pembelian produk skincare MS Glow di Kota Batam. Scientia Journal: Jurnal Ilmiah Mahasiswa, 7(2), 41–49. https://doi.org/10.33884/scientiajournal.v7i2.9645
Hariyanti, N. T., Rudijanto, E. T. D., & Siswanto, E. (2023). Effect of perceived price and brand image on purchase decision through customer satisfaction: Study on Azarine buyers in Malang City. Journal of Business Management and Economic Development, 1(2), 291–297. https://doi.org/10.59653/jbmed.v1i02.147
Heryani, R., Yusnita, R. T., & Barlian, B. (2024). The influence of word of mouth and brand image on purchasing decisions in Make Over cosmetics. Journal of Management, Economic, and Accounting, 3(2), 331–342.
https://doi.org/10.37676/jmea.v3i2.429
Ikram, M., Ramlan, P., Yakub, R., & Haslindah. (2025). Implementasi digital marketing melalui media sosial terhadap minat beli konsumen di U Mart Kabupaten Sidenreng Rappang. OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 9, 735–747. https://journal.unpas.ac.id/index.php/oikos/article/view/27511
Kurniawati, N. I. (2020). Analisis pengaruh word of mouth dan citra merek terhadap keputusan pembelian produk kosmetik Make Over di Semarang. Ekonomi, Manajemen dan Keberlanjutan, 5(2), 138–148.
https://doi.org/10.14254/jems.2020.5-2.11
Latif, A., Digital, S. B., Bisnis, F. E., Muhammadiyah, U., & Rappang, S. (2025). Digital business untuk meningkatkan brand awareness. Indonesian Journal of Digital Business, 5(3), 961–973.
Millenia, M., & Widarta. (2024). Pengaruh pemasaran media sosial, ulasan pelanggan online dan citra merek terhadap keputusan pembelian di aplikasi TikTok untuk produk busana muslim. Jurnal Penelitian Multidisiplin Formosa, 3(7), 2713–2724. https://doi.org/10.55927/fjmr.v3i7.10212
Rafli, A., Sofyan, B., Mutmainna, I., Thahir, C., & Herman, B. (2025). The influence of digital marketing implementation and influencer. Journal of Management Small and Medium Enterprises (SME’s), 18(3), 4–11.
Ramlan, P., Herman, B., & lainnya. (2025). Strategi pengembangan pemasaran media sosial terhadap peningkatan penjualan (Studi kasus: Toko Auby Kabupaten Sidenreng Rappang). Indonesian Journal of Digital Business, 5(3), 937–949.
Safitri, A., & Sari, A. (2025). Influence of e-WOM and brand image on purchase decisions of Luxcrime cosmetic products in Bandar Lampung. Journal of Business Research, 3(2), 572–582.
Saputri, N., & Hikmah, K. (2023). The effects of brand image, beauty vlogger reviews, and product quality on purchase decisions for Wardah cosmetics. Indikator: Jurnal Ilmiah Manajemen dan Bisnis, 7(2), 28.
https://doi.org/10.22441/indikator.v7i2.18466
Sihotang, C. S., & Supriyono, S. (2024). The influence of brand image and product quality on purchasing decisions. Indonesian Journal of Business Analytics, 4(2), 253–261. https://doi.org/10.55927/ijba.v4i2.8760
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Susilowati, T., Susiatin, E., & Juhanes, J. (2023). The effect of work environment and organisational culture on work productivity. Fokus Ekonomi: Jurnal Ilmiah Ekonomi, 18(2), 246–255. https://doi.org/10.34152/fe.18.2.246-255
Syahlan, Z., Ramlan, P., & Syafarudin, A. R. A. (2024). Analisis penerapan digital marketing terhadap minat beli konsumen pada Toko Jarejeku di Kabupaten Sidenreng Rappang. Jurnal Bina Bangsa Ekonomika, 18(1), 332–343.
Tasriastuti, N. A. (2024). The influence of price, electronic word of mouth (e-WOM), and brand image on purchasing decisions in Shopee e-commerce platform. Jurnal Ekonomi dan Bisnis, 19(1), 111–118.
Vitara, A. F., & Sari, P. N. (2024). Enhancing purchase decisions: The role of e-WOM, online customer review, and free shipping promotion. Journal of Economics and Business Research (JUEBIR), 3(1), 67–80. https://doi.org/10.22515/juebir.v3i1.9150
Viona, D. & Purwianti, L. (2023). Pengaruh source credibility, source attractiveness, e-WOM terhadap loyalty to influencer dan purchase intention dengan trust sebagai mediasi. Jurnal Wawasan Manajemen, 11(1), 60–72.
https://doi.org/10.20527/jwm.v11i1.230
Wijayanto, G., Jushermi, J., & Novandalina, A. (2024). The influence of social media on purchasing decisions. Epsilon: Journal of Management (EJoM), 2(1), 312–323.
Published
2026-07-13
How to Cite
Mariana, M., Syafaruddin, A. R. A., Yakub, R., & Herman, B. (2026). The effect of word of mouth and brand image on consumer purchasing decisions at PS Cosmetic Store in Sidenreng Rappang Regency. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1483-1497. https://doi.org/10.35508/jom.v19i2.27764
Section
Articles
