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Intervening Role of Brand Image in Purchasing Decisions: Path Analysis

Neni Utami, Agus Eko Sujianto, Binti Nur Asiyah, Husna Binti Jamaludin

Abstract

This study aims to analyze the influence of digital marketing and e-wom on purchasing decisions for halal cosmetic products on gen z in Blitar city, as well as the intervening influence of brand image between digital marketing and e-wom on purchasing decisions for halal cosmetic products on gen z. The novelty of this research lies in the research location, namely in Blitar city. Data was collected by distributing questionnaires measured on a 5-point Likert scale to 250 Gen Z in Blitar City who purchased halal cosmetic products at least twice in the last 6 months. The collected research data were subjected to research instrument tests, classical assumption tests, path tests, and hypothesis tests. The results showed that digital marketing and brand image have an effect on purchasing decisions, e-wom has no impact on buying decisions, and brand image can intervene in the influence between digital marketing and e-wom on purchasing decisions. The results of this study contribute as evaluation material for companies to pay more attention to e-wom by improving sales services, collaborating with content creators in reviewing products, building online communities, and holding events that can provoke consumers to share their best experiences in using products to increase the number and quality of reviews related to halal cosmetics both on social media and shopping platforms so that potential consumers feel they are taking the right steps by making a purchase.

Keywords

brand image; digital marketing; e-wom, halal cosmetics; purchasing decisions.

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DOI: 10.21043/equilibrium.v12i1.25916