The influence of influencer marketing and e-wom on purchasing decisions with purchase intention as an intervening variable
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Published:
May 30, 2025
Keywords:
E-Wom, Influencer Marketing, Brands Towards Purchasing Decisions, Purchase Intention
Section
Economy
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Abstract
In the digital era, advances in information technology have changed the way consumers seek information before making purchasing decisions. By using purchase intention as an intervening variable, this study seeks to examine how influencer marketing and electronic word-of-mouth (E-WoM) influence purchasing decisions. This objective is based on the need to explain the psychological mechanisms that link digital marketing strategies with consumer buying behavior, as well as answer the differences in previous research results related to the mediating role of purchase intention. This research uses a survey method combined with a quantitative approach. Customers who had experienced influencer marketing and product-related E-WoM were given questionnaires to fill out in order to collect data. To test the relationship between variables, the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that customer purchase intention is significantly influenced by E-WoM. Purchase intention also has no mediating effect on the relationship between influencer marketing and purchase decision. This study and previous research suggest that there is a different role of purchase intention as a mediator in the purchase decision process. For marketing professionals, these findings underscore the importance of effective influencer marketing and E-WoM management strategies to enhance consumer purchase intention and purchase decisions. Selecting influencers who are credible and relevant to the product and encouraging positive reviews from consumers are recommended to improve marketing
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How to Cite
Herlina, E. ., Rosyid, W. . and Curatman, A. . (2025) “The influence of influencer marketing and e-wom on purchasing decisions with purchase intention as an intervening variable”, Jurnal Mantik, 9(1), pp. 90-100. doi: 10.35335/mantik.v8i5.6356.
References
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Meli, N., Arifin, D., & Sari, S. P. (2022). Pengaruh Minat Beli Terhadap Keputusan Pembelian Menggunakan Genusian Card. Seminar Nasional Ekonomi Dan Akuntansi, 1(1), 8–11. http://prosiding.senakota.nusaputra.ac.id/index.php/prosiding/article/view/81
Mohammadian, N., & Valilai, O. F. (2024). Influencer-Driven Paradigm Shifts: Analyzing Sustainability and Customer Behavior in Cell Phone and E-Auto Industries via Social Media Analytics. IEEE Access, September, 119133–119145. https://doi.org/10.1109/ACCESS.2024.3449113
Mughni, A., & Susila, I. (2024). The Influence Of Social Media Usage And Key Opinion Leader (Kol) On Purchase Decisions At Fore Coffee With Purchase Intention As A Mediating Variable. DIJEMSS: Dinasti International Journal Of Education Management and Social Science, 6(3), 1711–1724.
Nielsen. (2023). Studi Nielsen Mengungkapkan Mayoritas Konsumen Secara Aktif Menghindari Iklan di Seluruh Platform Podcast, Streaming, dan Live TV. Nielsen. https://www.nielsen.com/id/news-center/2023/nielsen-study-reveals-majority-of-consumers-actively-avoid-ads-across-podcasts-streaming-and-live-tv-platforms/
Rahmawati, F. P. I., & Dermawan, R. (2023). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Lipstik Pixy Cosmetics di Kota Surabaya). Al-Kharaj?: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2823–2835. https://doi.org/10.47467/alkharaj.v6i2.4229
Ramadhani, F. (2022). Intip Data Penjualan Kosmetik Wajah Terlaris di Shopee dan Tokopedia: Brand Makeup Lokal Kuasai Pasar. Compas.Co.Id.
Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications (9th ed.). South-Western, Cengage Learning.
Sugiono. (2019). METODE PENELITIAN KUANTITATIF, KUALITATIF DAN R&D (cetakan 19). APFABETA, CV.
Tampubolon, L. R. (2025). BRAND IMAGE AND ONLINE MARKETING ON PURCHASE INTEREST ON PASSION FRUIT SYRUP PRODUCTS IN MEDAN CITY. ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN), 12(1), 1–10. https://doi.org/10.36987/ecobi.v12i1.6110
Waluyo, A. (2022). Pengaruh Customer Review Dan Influencer Terhadap Keputusan Pembelian Di Online Shop Shopee Dengan Minat Beli Sebagai Variabel Intervening. Srikandi: Journal of Islamic Economics and Banking, 1(2), 103–112. https://doi.org/10.25217/srikandi.v1i2.2027
Anjarwati, M. L., & Widiartanto, W. (2022). PENGARUH COUNTRY OF ORIGIN DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI (Studi Pada Konsumen Sheet Mask Innisfree di FISIP Universitas Diponegoro). Jurnal Ilmu Administrasi Bisnis, 10(3), 1319–1328. https://doi.org/10.14710/jiab.2021.32152
Dessully, M., & Barusman, A. R. P. (2025). The Influence of Relationship Marketing, Consumer Trust, and the Korean Wave on the Purchase Decision of Enhypen’s Kpop Album. ECo-Buss:: Economics and Business, 7(3), 1855–1872. https://doi.org/10.32877/eb.v7i3.2096
Devi, A. C., Savitri, C., & Faddila, S. P. (2024). Pengaruh Influencer Marketing dan Ulasan Pelanggan Terhadap Keputusan Pembelian Produk Skincare The Originote di Shopee. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(9), 6189–6204. https://doi.org/10.47467/alkharaj.v6i9.2588
Eddie Rahmat Taufik. (2023). Purchase Decision Analysis Through Price and Product Quality. International Journal of Social Science, 1(3), 337–344. https://doi.org/10.53625/ijss.v1i3.5612
Hadita Hadita, D. N. (2023). The Effect of Brand Image and Product Design on Consumer Purchase Interest in Kriss Batik Produc. DIJEMSS: Dinasti International Journal Of Education Management and Social Science, 6(3), 1662–1667. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/2225%0Ahttps://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/download/2225/1760
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hakiki, A. N., Mulyanti, K., Juliandara, L., & Mafriningsianti, E. (2024). The Influence of Viral Marketing and Influencer Marketing on Purchase Intention through a Skincare TikTok Account. Asian Pacific Journal of Management and Education, 7(3), 145–167. https://doi.org/10.32535/apjme.v7i3.3479
Hidayati, F. N., Priyono, B., Stia, P., & Jakarta, L. (2024). Pengaruh Social Media Marketing, Influencer Marketing dan Word Of Mouth (WOM) Terhadap Minat Beli pada UMKM Sprouts Farms. Journal of Business Administration Economic & Entrepreneurship, 6(1), 35.
Hua, X., Mohd Hasan, N. A., De Costa, F., & Qiao, W. (2024). The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction. Heliyon, 10(15), e35027. https://doi.org/10.1016/j.heliyon.2024.e35027
Ishomi, A. R., Fatimah, S. E., & Curatman, A. (2025). The impact of neuromarketing and influencer marketing on the decision process of generation Z consumers on the purchase of halal cosmetics. Edelweiss Applied Science and Technology, 9(1), 1019–1033. https://doi.org/10.55214/25768484.v9i1.4306
Ismail, M., Khan, S., & Ahmad, A. (2025). The Interplay of Influencer Marketing and Electronic Word of Mouth to Effect Consumer Purchase Decision. The Critical Review of Social Sciences Studies, 3(1), 118–138. https://doi.org/https://doi.org/10.59075/y7w5j969
Kotler, P., & Armstrong, G. (2016). Principles of Marketing. Pearson Education Limited.
Kotler, P., & Keller, kevin lane. (2012). Marketing Management 14 (14th ed.). Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458.
Lam, H. P., Arli, D., Nguyen, T. H., & Nguyen, T. Q. (2025). Homestay experience and eWOM among Generation Z tourists: The role of guest delight, guest satisfaction, and the need for uniqueness. Acta Psychologica, 255(April). https://doi.org/10.1016/j.actpsy.2025.104980
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86(6), 93–115. https://doi.org/10.1177/00222429221102889
Meli, N., Arifin, D., & Sari, S. P. (2022). Pengaruh Minat Beli Terhadap Keputusan Pembelian Menggunakan Genusian Card. Seminar Nasional Ekonomi Dan Akuntansi, 1(1), 8–11. http://prosiding.senakota.nusaputra.ac.id/index.php/prosiding/article/view/81
Mohammadian, N., & Valilai, O. F. (2024). Influencer-Driven Paradigm Shifts: Analyzing Sustainability and Customer Behavior in Cell Phone and E-Auto Industries via Social Media Analytics. IEEE Access, September, 119133–119145. https://doi.org/10.1109/ACCESS.2024.3449113
Mughni, A., & Susila, I. (2024). The Influence Of Social Media Usage And Key Opinion Leader (Kol) On Purchase Decisions At Fore Coffee With Purchase Intention As A Mediating Variable. DIJEMSS: Dinasti International Journal Of Education Management and Social Science, 6(3), 1711–1724.
Nielsen. (2023). Studi Nielsen Mengungkapkan Mayoritas Konsumen Secara Aktif Menghindari Iklan di Seluruh Platform Podcast, Streaming, dan Live TV. Nielsen. https://www.nielsen.com/id/news-center/2023/nielsen-study-reveals-majority-of-consumers-actively-avoid-ads-across-podcasts-streaming-and-live-tv-platforms/
Rahmawati, F. P. I., & Dermawan, R. (2023). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Lipstik Pixy Cosmetics di Kota Surabaya). Al-Kharaj?: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2823–2835. https://doi.org/10.47467/alkharaj.v6i2.4229
Ramadhani, F. (2022). Intip Data Penjualan Kosmetik Wajah Terlaris di Shopee dan Tokopedia: Brand Makeup Lokal Kuasai Pasar. Compas.Co.Id.
Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications (9th ed.). South-Western, Cengage Learning.
Sugiono. (2019). METODE PENELITIAN KUANTITATIF, KUALITATIF DAN R&D (cetakan 19). APFABETA, CV.
Tampubolon, L. R. (2025). BRAND IMAGE AND ONLINE MARKETING ON PURCHASE INTEREST ON PASSION FRUIT SYRUP PRODUCTS IN MEDAN CITY. ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN), 12(1), 1–10. https://doi.org/10.36987/ecobi.v12i1.6110
Waluyo, A. (2022). Pengaruh Customer Review Dan Influencer Terhadap Keputusan Pembelian Di Online Shop Shopee Dengan Minat Beli Sebagai Variabel Intervening. Srikandi: Journal of Islamic Economics and Banking, 1(2), 103–112. https://doi.org/10.25217/srikandi.v1i2.2027
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