đ
08 October 2025
DOI: 10.51903/bscj9m14
PERAN INFLUENCER MARKETING, BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LIPCREAM WARDAH
Jurnal Manajemen Sosial Ekonomi
Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
đ Abstract
This research investigates the impact of influencer marketing, brand awareness, and product quality on consumers' decisions to purchase Wardah lip cream. Employing a quantitative method, data was gathered through an online questionnaire filled out by 100 participants who are actual users of the product. The data was then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS 4 software. Based on the analysis, influencer marketing was found to have a positive and statistically significant effect on purchase decisions. In contrast, brand awareness did not demonstrate a meaningful influence in this context. Among the variables studied, product quality emerged as the most influential and statistically significant factor, indicating that consumers prioritize product performance when deciding to make a purchase. The model's explanatory power is shown by an R-square value of 0.645, meaning that 64.5% of the variation in purchasing decisions can be explained by the three variables combined. Furthermore, the Q² Predict score of 0.620 indicates that the model is highly predictive and reliable in understanding consumer behavior. Overall, product quality plays a crucial role in shaping consumer choices regarding Wardah lip cream, surpassing the effects of brand familiarity or promotional efforts through influencers
đ Keywords
#Influencer Marketing
#Brand Awareness
#Product Quality
âšī¸ Informasi Publikasi
Tanggal Publikasi
08 October 2025
Volume / Nomor / Tahun
Volume 5, Nomor 2, Tahun 2025
đ HOW TO CITE
Pramesti, Wida Desi Arika; Aqmala, Diana; Kadarningsih, Ana; Oktoriza, Linda Ayu, "PERAN INFLUENCER MARKETING, BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LIPCREAM WARDAH," Jurnal Manajemen Sosial Ekonomi, vol. 5, no. 2, Oct. 2025.
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