THE INFLUENCE OF PRODUCT VARIETY, INFLUENCER MARKETING, E-WOM, AND BRAND IMAGE ON WARDAH LIP PRODUCT PURCHASE DECISIONS

Naswa Eka Listiana, Rizal Ula Ananata Fauzi

Abstract


This study aims to analyze the influence of product variety, influencer marketing, electronic word of mouth (e-WOM), and brand image on the purchase decisions of Wardah lip products among Generation Z in Madiun City. This study employed a quantitative approach using a survey method. The sample consisted of 384 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of SmartPLS 4.0. The results indicate that product variety has a positive and significant effect on purchase decisions. Influencer marketing also has a positive and significant effect on purchase decisions. Electronic word of mouth has a positive and significant effect on purchase decisions. Brand image has a positive and significant effect on purchase decisions, with the strongest coefficient among the variables examined. Simultaneously, product variety, influencer marketing, electronic word of mouth, and brand image have a positive and significant effect on the purchase decisions of Wardah lip products among Generation Z in Madiun City. These findings indicate that consumer purchase decisions are influenced by a combination of product characteristics, digital marketing strategies, information from other consumers, and brand perceptions.


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