The Influence of Influencer Marketing, e-WoM, and Brand Image on The Purchase Intention of Viva Cosmetics Products on Tiktok Shop Consumers in Depok City
DOI:
https://doi.org/10.59141/jrssem.v6i1.1678Keywords:
Influencer Marketing, Electronic Word of Mouth (E-WOM), Brand Image, Purchase Intention, TikTok Shop, Viva CosmeticsAbstract
The development of social commerce (s-commerce) through TikTok Shop encourages cosmetics companies to optimize digital marketing strategies to increase purchase intention. This study aims to analyze the influence of influencer marketing, electronic word of mouth (e-WOM), and brand image on the purchase intention of Viva Cosmetics products on TikTok Shop consumers in Depok City, both partially and simultaneously. This study uses an associative quantitative approach with a survey method of 110 respondents selected through purposive sampling techniques. Data were collected using questionnaires and analyzed by multiple linear regression using SPSS version 31. The results of the study show that influencer marketing, e-WOM, and brand image partially or simultaneously affect purchase intention. An Adjusted R² value of 0.677 indicates that all three variables are able to explain 67.7% of the variation in purchase intention. The results indicate that influencer-based marketing strategies, consumer reviews, and strong brand image contributes an important role in increasing purchase intention on TikTok Shop.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Fiddini Sharika Fawzi, Nur Fitri Dewi , Febria Anjara
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
