The Effect Of Brand Image And Electronic Word Of Mouth (E-Wom) On Purchase Decisions For Labore Products In Bandar Lampung
Keywords:
Brand Image, Electronic Word of Mouth, Purchase Decision.
Abstract
This research is motivated by the growing beauty industry in Indonesia and the increasing public awareness of the importance of skin health and care. This study aims to analyze the influence of brand image and electronic word-of-mouth on purchasing decisions for Labore products in Bandar Lampung. This research uses a quantitative approach with a non-probability sampling technique, specifically purposive sampling. Data was collected by distributing questionnaires to 200 social media users who had previously purchased or used Labore products. Data analysis was performed using multiple linear regression with the assistance of SPSS software version 27. The research results indicate that both brand image and electronic word-of-mouth have a positive and significant influence on the purchase decision for Labore products in Bandar Lampung. This proves that the stronger the brand image and the more positive the consumer reviews on social media, the higher the consumer's decision to purchase the product. This research has implications for companies to strengthen their brand communication strategies and optimize E-WOM in increasing consumer purchasing decisions in the local skincare market.
References
Aaker, 2014, Building Strong Brands. (A. Baderi, Trans.) Jakarta: Bumi. Aksara. Adenin Arum Permata, and Fiska Kusumawati. “The Influence of Electronic Word- of-Mouth (EWom) and Brand Image on Purchase Decisions through Brand Trust at Saff & Co among the Jakarta Gen Z.” Journal of Management and Energy Business, vol. 4, no. 2, 4 Mar. 2025, https://doi.org/10.54595/jmeb.v4i2.81. Accessed 10 May 2025.
Amanah, Naning Dwi, et al. “The Influence of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth on Purchase Decisions for Innisfree Korean Skincare Products.” International Journal of Business and Applied Economics, vol. 4, no. 1, 15 Jan. 2025, pp. 37–52, https://doi.org/10.55927/ijbae.v4i1.12641.
Asaretkha Adjane Annisawati, and Senny Handayani Suarsa. “Pengaruh Elektronik Word of Mouth (E-WOM) and Brand Image Terhadap Keputusan Pembelian Konsumen Milenial Di Bandung Pada Era Pandemic Covid - 19.” Jurnal Sekretaris Dan Administrasi Bisnis, vol. 7, no. 1, 28 Feb. 2023, pp.
9–9, https://doi.org/10.31104/jsab.v7i1.247. Accessed 27 Mar. 2024.
Asnawati, Asnawati, et al. “The Effects of Perceived Ease of Use, Electronic Word of Mouth and Content Marketing on Purchase Decision.” International Journal of Data and Network Science, vol. 6, no. 1, 2022, pp. 81–90, www.m.growingscience.com/ijds/Vol6/ijdns_2021_82.pdf, https://doi.org/10.5267/j.ijdns.2021.10.001.
Haq, Muhammad Izzatul, and Dorothy R. H. Pandjaitan. "Factors Influencing Young Indonesian Consumer’s Online Utilization Intention: Case Study— Effect of Technology Acceptance, Electronic Word of Mouth, and Price Setting on University of Lampung Student’s Purchase Intention of Netflix Streaming Service." Asian Journal of Economics and Business Management, vol. 2, no. 1, 2023, pp. 390–397. Lighthouse Publishing, https://doi.org/10.53402/ajebm.v2i1.278.
Haryono, Rivaldo. “Intensity, Positive Valence, Negative Valence, and Content of Electronic Word of Mouth Influence Online Shopping Intention.” Jurnal Ekonomi Perusahaan, vol. 29, no. 2, 22 Sept. 2022, pp. 39–50,
https://doi.org/10.46806/jep.v29i2.888. Accessed 7 Oct. 2022.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (Seventeent). Pearson Education Inc.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Kurniawati, Nurul Imani. “Analysis of the Influence of Word of Mouth and Brand Image on the Decision to Purchase Cosmetics Make over Products in Semarang.” Economics, Management and Sustainability, vol. 5, no. 2, 19 Nov. 2020, pp. 138–148, https://doi.org/10.14254/jems.2020.5-2.11.
Kusumastuti, A. (2011). Pengenalan Pola Gelombang Khas Dengan Interpolasi. Jurnal Cauchy.
Malhotra, N. K. (2018). Marketing Research: An Applied Orientation - Naresh K. Malhotra.
Ningtyas, Amanda, et al. “Implications on Social Media Influencer Tasya Farasya and Electronic Word of Mouth for Purchase Decision of Somethinc and Skintific 1.” IRJEMS International Research Journal of Economics and Management Studies , vol. 3, no. 2, 2024, irjems.org/Volume-3-Issue- 2/IRJEMS-V3I2P126.pdf, https://doi.org/10.56472/25835238/IRJEMS- V3I2P126. Accessed 3 July 2024.
Nurul Hakiki, Lindawati. (2022). Pengaruh Brand Image, Celebrity Endorser dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Ms.Glow di Kota Padang. Diakses pada laman web: https://ejurnal.bunghatta.ac.id/index.php/JFEK/article/download/21356/174 12
Pasaribu, Veta Lidya. “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor TVS.” Business Management Journal, vol. 18, no. 1, 21 Apr. 2022, p. 37, https://doi.org/10.30813/bmj.v18i1.2829. Accessed 6 Apr. 2023.
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy (Ninth Edit). Paul Ducham.
Pourfakhimi, S., Duncan, T., & Coote, L. (2020). Electronic Word of Mouth in Online Travel Reviews: Comparing Multiple Platforms. Journal of Travel Research, 59(6), 1035-1048.
Putri, Cindy Novtantia, and Teddy Hikmat Fauzi. “THE EFFECT of E-WOM and BRAND IMAGE on PURCHASING DECISIONS of AUTOMOTIVE PRODUCTS: MEDIATING ROLE of BRAND TRUST.” Jurnal Aplikasi
Manajemen Dan Bisnis, vol. 9, no. 3, Sept. 2023, pp. 843–854, http://dx.doi.org/10.17358/jabm.9.843.
Rahayu, Budi, et al. “Product Quality Price and Image Brands Against Purchase Decisions.” Journal of Industrial Engineering and Management, vol. 1, no. 1, 2023, pp. 21–30. JAIEM, http://jaiem.org/index.php/jaiem/index.
Simamora, 2012, Akuntansi Manajemen. Jakarta: Star Gate Publisher.
Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2015). Marketing: Real People, Real Choices (8th ed.). Pearson Education Limited.
Sugiyono, (2021). Metode Penelitian Kuantitaf Kualitatif dan R&D (M.Dr. Ir.Sutopo, S.Pd (ed); ke2 ed).
Amanah, Naning Dwi, et al. “The Influence of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth on Purchase Decisions for Innisfree Korean Skincare Products.” International Journal of Business and Applied Economics, vol. 4, no. 1, 15 Jan. 2025, pp. 37–52, https://doi.org/10.55927/ijbae.v4i1.12641.
Asaretkha Adjane Annisawati, and Senny Handayani Suarsa. “Pengaruh Elektronik Word of Mouth (E-WOM) and Brand Image Terhadap Keputusan Pembelian Konsumen Milenial Di Bandung Pada Era Pandemic Covid - 19.” Jurnal Sekretaris Dan Administrasi Bisnis, vol. 7, no. 1, 28 Feb. 2023, pp.
9–9, https://doi.org/10.31104/jsab.v7i1.247. Accessed 27 Mar. 2024.
Asnawati, Asnawati, et al. “The Effects of Perceived Ease of Use, Electronic Word of Mouth and Content Marketing on Purchase Decision.” International Journal of Data and Network Science, vol. 6, no. 1, 2022, pp. 81–90, www.m.growingscience.com/ijds/Vol6/ijdns_2021_82.pdf, https://doi.org/10.5267/j.ijdns.2021.10.001.
Haq, Muhammad Izzatul, and Dorothy R. H. Pandjaitan. "Factors Influencing Young Indonesian Consumer’s Online Utilization Intention: Case Study— Effect of Technology Acceptance, Electronic Word of Mouth, and Price Setting on University of Lampung Student’s Purchase Intention of Netflix Streaming Service." Asian Journal of Economics and Business Management, vol. 2, no. 1, 2023, pp. 390–397. Lighthouse Publishing, https://doi.org/10.53402/ajebm.v2i1.278.
Haryono, Rivaldo. “Intensity, Positive Valence, Negative Valence, and Content of Electronic Word of Mouth Influence Online Shopping Intention.” Jurnal Ekonomi Perusahaan, vol. 29, no. 2, 22 Sept. 2022, pp. 39–50,
https://doi.org/10.46806/jep.v29i2.888. Accessed 7 Oct. 2022.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (Seventeent). Pearson Education Inc.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Kurniawati, Nurul Imani. “Analysis of the Influence of Word of Mouth and Brand Image on the Decision to Purchase Cosmetics Make over Products in Semarang.” Economics, Management and Sustainability, vol. 5, no. 2, 19 Nov. 2020, pp. 138–148, https://doi.org/10.14254/jems.2020.5-2.11.
Kusumastuti, A. (2011). Pengenalan Pola Gelombang Khas Dengan Interpolasi. Jurnal Cauchy.
Malhotra, N. K. (2018). Marketing Research: An Applied Orientation - Naresh K. Malhotra.
Ningtyas, Amanda, et al. “Implications on Social Media Influencer Tasya Farasya and Electronic Word of Mouth for Purchase Decision of Somethinc and Skintific 1.” IRJEMS International Research Journal of Economics and Management Studies , vol. 3, no. 2, 2024, irjems.org/Volume-3-Issue- 2/IRJEMS-V3I2P126.pdf, https://doi.org/10.56472/25835238/IRJEMS- V3I2P126. Accessed 3 July 2024.
Nurul Hakiki, Lindawati. (2022). Pengaruh Brand Image, Celebrity Endorser dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Ms.Glow di Kota Padang. Diakses pada laman web: https://ejurnal.bunghatta.ac.id/index.php/JFEK/article/download/21356/174 12
Pasaribu, Veta Lidya. “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor TVS.” Business Management Journal, vol. 18, no. 1, 21 Apr. 2022, p. 37, https://doi.org/10.30813/bmj.v18i1.2829. Accessed 6 Apr. 2023.
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy (Ninth Edit). Paul Ducham.
Pourfakhimi, S., Duncan, T., & Coote, L. (2020). Electronic Word of Mouth in Online Travel Reviews: Comparing Multiple Platforms. Journal of Travel Research, 59(6), 1035-1048.
Putri, Cindy Novtantia, and Teddy Hikmat Fauzi. “THE EFFECT of E-WOM and BRAND IMAGE on PURCHASING DECISIONS of AUTOMOTIVE PRODUCTS: MEDIATING ROLE of BRAND TRUST.” Jurnal Aplikasi
Manajemen Dan Bisnis, vol. 9, no. 3, Sept. 2023, pp. 843–854, http://dx.doi.org/10.17358/jabm.9.843.
Rahayu, Budi, et al. “Product Quality Price and Image Brands Against Purchase Decisions.” Journal of Industrial Engineering and Management, vol. 1, no. 1, 2023, pp. 21–30. JAIEM, http://jaiem.org/index.php/jaiem/index.
Simamora, 2012, Akuntansi Manajemen. Jakarta: Star Gate Publisher.
Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2015). Marketing: Real People, Real Choices (8th ed.). Pearson Education Limited.
Sugiyono, (2021). Metode Penelitian Kuantitaf Kualitatif dan R&D (M.Dr. Ir.Sutopo, S.Pd (ed); ke2 ed).
Published
2026-01-26
How to Cite
Stefany Crisnia Gunawan, Dorothy Rouly Haratua Pandjaitan, & Nuzul Inas Nabila. (2026). The Effect Of Brand Image And Electronic Word Of Mouth (E-Wom) On Purchase Decisions For Labore Products In Bandar Lampung. International Journal of Economics, Business and Innovation Research, 5(01), 933-944. https://doi.org/10.63922/ijebir.v5i01.799
.png)
Contact Person +6282139474255
Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
