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The Influence of Social Media Marketing and e-WOM on Purchase Decisions for Hanasui Products Through Brand Awareness as a Mediating Variable (A Study of Generation Z)

  • Annisa Sulistiowati1*
  • Endah Pri Ariningsih2
  • Hubi Rahmat Andika3
1,2,3 Universitas Muhammadiyah Purworejo image/svg+xml
* Corresponding Author: Annisa Sulistiowati

Abstract

This study investigates how social media marketing and electronic word-of-mouth (e-WOM) shape Generation Z’s decisions to purchase HANASUI cosmetic products, while examining the mediating role of brand awareness in these relationships. Earlier research has yielded conflicting findings regarding this relationship and has rarely examined the mechanisms of indirect effects, particularly for local cosmetic brands. A quantitative approach was adopted through a survey-based research design. Data were collected via an online questionnaire circulated on social media platforms. Using purposive sampling, the study selected 150 participants who fulfilled two eligibility requirements: active engagement with social media and prior experience purchasing or using HANASUI products. The collected data were analyzed using SmartPLS 4 to implement Partial Least Squares Structural Equation Modeling (PLS-SEM). The analytical procedures comprised an assessment of the outer model, an examination of the coefficient of determination (R²), and bootstrapping to evaluate the relationships between the research variables. The measurement model demonstrated satisfactory performance in terms of convergent validity, discriminant validity, and reliability. Furthermore, the empirical findings indicate that social media marketing and electronic word-of-mouth (e-WOM) exert significant positive effects on both brand awareness and consumers’ purchasing decisions. Brand awareness also plays a significant role in shaping consumers’ purchasing decisions. Moreover, it serves as a partial mediator in the relationship between social media marketing, electronic word-of-mouth (e-WOM), and purchase decisions. Therefore, cosmetics companies are advised to integrate content-based social media activities, consumer review management, and consistent brand awareness-building efforts to strengthen “purchasing decisions among Generation Z.

Keywords

Sosial Media Marketing Electronic word of mouth Brand Awareness “purchasing decisions” Generation Z

How to Cite

Citation Format
Sulistiowati, A., Ariningsih, E. P., & Andika, H. R. (2026). The Influence of Social Media Marketing and e-WOM on Purchase Decisions for Hanasui Products Through Brand Awareness as a Mediating Variable (A Study of Generation Z). International Journal of Management Science and Information Technology, 6(2), 3086-3099. https://doi.org/10.35870/ijmsit.v6i2.8977

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Author Biographies

Annisa Sulistiowati, Universitas Muhammadiyah Purworejo

Management Study Program, Faculty of Economics, Universitas Muhammadiyah Purworejo, Purworejo Regency, Central Java Province, Indonesia

Endah Pri Ariningsih, Universitas Muhammadiyah Purworejo

Management Study Program, Faculty of Economics, Universitas Muhammadiyah Purworejo, Purworejo Regency, Central Java Province, Indonesia

Hubi Rahmat Andika, Universitas Muhammadiyah Purworejo

Management Study Program, Faculty of Economics, Universitas Muhammadiyah Purworejo, Purworejo Regency, Central Java Province, Indonesia

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