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The Role of Electronic Word-of-Mouth, Social Media Engagement, and Brand Image in Shaping Consumer Purchase Decisions: Evidence from Indonesia's Skincare Industry

  • Joko Suprianto1*
  • Rudianto2
  • Jones Zenas Rante3
1,2,3 Institut Bisnis dan Multimedia asmi
* Corresponding Author: Joko Suprianto

Abstract

The rapid growth of the skincare industry in Indonesia has intensified competition among brands, making it essential to understand the factors that influence consumer purchase decisions in digital environments. This study aims to examine the effects of Brand Image, Social Media Engagement, and Electronic Word-of-Mouth (e-WOM) on consumers’ Purchase Decisions toward Kojic Plankton skincare products. A quantitative research approach was employed using a survey method. Data were collected from 134 consumers who had purchased and used Kojic Plankton products. The data were analyzed using multiple linear regression analysis with SPSS software. The results indicate that Brand Image, Social Media Engagement, and e-WOM each have a positive and significant effect on Purchase Decision. Among the three variables, e-WOM emerged as the strongest predictor (β = 0.438), followed by Social Media Engagement (β = 0.276) and Brand Image (β = 0.217). Furthermore, the simultaneous test revealed that the three variables collectively explain 70.8% of the variance in Purchase Decision (R² = 0.708). The findings suggest that consumer-generated information plays a more influential role than firm-generated communication in shaping purchasing decisions within the Indonesian skincare market. This study contributes to the literature on digital marketing and consumer behavior by highlighting the increasing importance of online consumer interactions and social influence mechanisms in social commerce environments. The results also provide practical insights for skincare companies seeking to enhance consumer engagement and strengthen purchase decisions through effective digital marketing strategies.

Keywords

Brand Image Social Media Engagement Electronic Word-of-Mouth Purchase Decision Skincare Industry Digital Marketing

How to Cite

Citation Format
Suprianto, J., Rudianto, R., & Rante, J. Z. (2026). The Role of Electronic Word-of-Mouth, Social Media Engagement, and Brand Image in Shaping Consumer Purchase Decisions: Evidence from Indonesia’s Skincare Industry. International Journal of Management Science and Information Technology, 6(2), 1747-1756. https://doi.org/10.35870/ijmsit.v6i2.7657

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Author Biographies

Joko Suprianto, Institut Bisnis dan Multimedia asmi

Management Study Program, Institut Bisnis dan Multimedia asmi, East Jakarta City, Special Capital Region of Jakarta, Indonesia

Rudianto, Institut Bisnis dan Multimedia asmi

Management Study Program, Institut Bisnis dan Multimedia asmi, East Jakarta City, Special Capital Region of Jakarta, Indonesia

Jones Zenas Rante, Institut Bisnis dan Multimedia asmi

Management Study Program, Institut Bisnis dan Multimedia asmi, East Jakarta City, Special Capital Region of Jakarta, Indonesia

License

Copyright (c) 2026 Joko Suprianto, Rudianto, Jones Zenas Rante

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This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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