Brand Image Mediates the Influence of E-WOM and Product Quality on Wardah Cosmetic Purchase Decisions (Case Study On Gen Z Women In Ubud District)

Dewa Ayu Bintang Cahyani, Ni Luh Wayan Sayang Telagawathi and Ni Made Ary Widiastini
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Dewa Ayu Bintang Cahyani: Manajemen Science & Universitas Pendidikan Ganesha, Indonesia
Ni Luh Wayan Sayang Telagawathi: Manajemen Science & Universitas Pendidikan Ganesha, Indonesia
Ni Made Ary Widiastini: Manajemen Science & Universitas Pendidikan Ganesha, Indonesia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 1214-1240

Abstract: This study aims to determine (1) The influence of E-WOM on the decision to purchase Wardah cosmetics (2) The influence of E-WOM on the brand image of Wardah cosmetics (3) The influence of product quality on the decision to purchase Wardah cosmetics (4) The influence of product quality on the brand image of Wardah cosmetics, (5) The influence of brand image on the decision to purchase Wardah cosmetics, (6) The influence of E-WOM on the decision to purchase through brand image as a mediating variable, (7) The influence of product quality on the decision to purchase through brand image as a mediating variable. The object of the study was female Gen Z in Ubud District. The testing method in this study was using SEM-PLS analysis with a sample size of 125 respondents. The results of the analysis in this study are that E-WOM has a positive and significant effect on purchasing decisions with a t-statistic value of 4.417 and P values ​​are

Date: 2025
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