The influence of electronic word of mouth (E-WOM) and Influencer Marketing on Sariayu Martha Tilaar Cosmetics Purchase Decision Through Brand Image as Mediating Variable (Study on Sariayu Martha Tilaar Consumers in Jakarta)

The cosmetics industry in Indonesia continues to increase, which makes business competition in this field even tighter. This makes local cosmetic brands compete in setting marketing strategies to increase consumer purchasing decisions. This study aims to determine the effect of electronic word of mouth and influencer marketing on purchasing decisions for Sariayu Martha Tilaar cosmetic products through brand image as a mediating variable. This type of research is explanatory research with a quantitative approach. The sample of this study is 100 respondents who are determined using non-probability sampling techniques, namely purposive sampling and accidental sampling. This study uses Partial Least Square (PLS) data analysis techniques through SmartPLS 4. The data collection technique is carried out through distributing questionnaires. This study shows that electronic word of mouth and influencer marketing have no significant effect on purchase decisions. Electronic word of mouth and influencer marketing have a significant effect on brand image and brand image has a significant effect on purchase decisions. Brand image fully mediates the effect of electronic word of mouth and influencer marketing on purchase decisions. Based on the result of this research, Sariayu Martha Tilaar needs to encourage consumers to give good electronic word of mouth and apply good influencer marketing to build the company's brand image which then can increase consumer purchase decision.