Pengaruh Social Media Marketing, e-WOM dan Interaktivitas Virtual Terhadap Minat Beli melalui Citra Merek sebagai Variabel Mediasi
DOI:
https://doi.org/10.54065/jss.6.4.2026.1673Keywords:
Citra Merek, Electronic Word Of Mouth (e-WOM), Interaktivitas Virtual, Minat Beli, Social Media MarketingAbstract
The rapid advancement of digital technology has transformed consumer behavior in searching for information and making purchase decisions, particularly through social media. This phenomenon requires cosmetic companies to optimize social media marketing, electronic word of mouth (e-WOM), and virtual interactivity to strengthen brand image and increase consumers’ purchase intention. This study aims to examine the effects of social media marketing, electronic word of mouth (e-WOM), and virtual interactivity on purchase intention through brand image as a mediating variable in Wardah cosmetic products. A quantitative approach with a survey method was employed. The study involved 250 Wardah cosmetic consumers selected using non-probability sampling with an accidental sampling technique. Data were collected through a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results indicate that social media marketing has a positive and significant effect on purchase intention (β = 0.199, p = 0.012) and brand image (β = 0.294, p < 0.001). Electronic word of mouth positively affects brand image (β = 0.185, p = 0.028) but has no significant effect on purchase intention (β = 0.116, p = 0.090). Similarly, virtual interactivity significantly influences brand image (β = 0.234, p = 0.003) but does not significantly affect purchase intention (β = 0.118, p = 0.072). Brand image significantly affects purchase intention (β = 0.366, p < 0.001) and mediates the relationships between social media marketing, electronic word of mouth, virtual interactivity, and purchase intention. These findings imply that companies should prioritize strengthening brand image through effective digital marketing strategies to enhance consumers’ purchase intention. In conclusion, brand image plays a crucial mediating role in translating digital marketing activities into higher purchase intention for Wardah cosmetic products.
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