Pengaruh Social Media Marketing dan E-Wom terhadap Minat Beli dengan Brand Image sebagai Variabel Intervening
DOI:
https://doi.org/10.61132/jumabedi.v3i2.1650Keywords:
Brand Image, Consumer Behavior, Purchase Intention, Social Media Marketing, TikTok ShopAbstract
This study examines the effects of Social Media Marketing and Electronic Word of Mouth (E-WOM) on purchase intention, with Brand Image as an intervening variable among Bioaqua skincare consumers at Elisha Beauty TikTok Shop in Semarang City. A quantitative explanatory design was employed. Data were collected through a Likert-scale questionnaire from 100 respondents selected using purposive sampling. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination, and the Sobel test. The results show that Social Media Marketing and E-WOM have positive and significant effects on Brand Image. Social Media Marketing does not have a significant direct effect on purchase intention, whereas E-WOM and Brand Image have positive and significant effects. Brand Image is the strongest predictor of purchase intention. Mediation analysis indicates that Brand Image significantly mediates the effects of both Social Media Marketing and E-WOM on purchase intention. These findings suggest that marketing content alone is insufficient to generate purchase intention. Brand perception and consumer experiences shared through E-WOM play important roles in the purchasing process. The findings provide practical implications for strengthening digital marketing strategies, managing consumer reviews, and building a positive brand image.
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