ANALYSIS OF THE INFLUENCE OF BRAND IMAGE, PROMOTION, AND INFLUENCER MARKETING ON CONSUMER BEHAVIOR IN PURCHASING WARDAH COSMETIC PRODUCTS (CASE STUDY ON E-COMMERCE PLATFORMS)

Eka Putri Sri Yuni Arni; Mohammad Imam Syairozi; Diah Ayu Novitasari; Henny Mahmudah

ANALYSIS OF THE INFLUENCE OF BRAND IMAGE, PROMOTION, AND INFLUENCER MARKETING ON CONSUMER BEHAVIOR IN PURCHASING WARDAH COSMETIC PRODUCTS (CASE STUDY ON E-COMMERCE PLATFORMS)

Authors

Eka Putri Sri Yuni Arni Universitas Islam Lamongan
Mohammad Imam Syairozi Universitas Islam Lamongan
Diah Ayu Novitasari Universitas Islam Lamongan
Henny Mahmudah Universitas Islam Lamongan

Keywords:

Brand Image, Promotion, Influencer Marketing, Consumer Behavior

Abstract

The growth of e-commerce and social media has changed consumer behavior when buying cosmetic products. Consumers don't just consider product quality, but are also influenced by brand image, promotions, and recommendations from influencers. This study aims to analyze the impact of brand image, promotions, and influencer marketing on online consumer behavior in purchasing Wardah cosmetic products on e-commerce platforms. This study uses a quantitative method with a descriptive approach. It involves one dependent variable and three independent variables. The variables are measured using a Likert scale, and the sampling method used is Slovin's formula. The sample size taken is 339 respondents, calculated using Slovin's formula. The analysis tools used in this study were validity tests, reliability tests, classical assumption tests, multiple linear regression tests, t-tests, and F-tests. The results of the multiple linear regression analysis were Y = 20.611 + 0.205 + 0.150 + 0.264 – e. Based on the F- test (simultaneous), the result was 45.854 with a significance level of 0.000. At a significance level of 0.05 and = 2.63, based on the statement, 45.854 > 2.63 with sig. (0.000 < 0.05), meaning that the variables Brand Image, Promotion, and Influencer Marketing significantly affect Online Consumer Behavior. Because 45.854 > 2.63 with sig. (0.000 < 0.05). From the t-test results, the Brand Image variable (4.789), Promotion (6.374), and Influencer Marketing (8.236) while the value was (1.967). From these three variables, it means that the independent variables brand image, promotion, and influencer marketing significantly affect online consumer behavior.

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Published

2026-10-20

How to Cite

Putri Sri Yuni Arni, E., Imam Syairozi, M., Ayu Novitasari, D., & Mahmudah, H. (2026). ANALYSIS OF THE INFLUENCE OF BRAND IMAGE, PROMOTION, AND INFLUENCER MARKETING ON CONSUMER BEHAVIOR IN PURCHASING WARDAH COSMETIC PRODUCTS (CASE STUDY ON E-COMMERCE PLATFORMS). JEKMA (Jurnal Ekonomi Mahasiswa), 4(2), 517–527. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2924