THE EFFECT OF INFLUENCER MARKETING AND CUSTOMER REVIEWS ON CONSUMERS’ PURCHASE INTENTION OF WARDAH BEAUTY PRODUCTS THE MEDIATING ROLE OF BRAND IMAGE IN THE GERBANGKERTOSUSILA REGION (STRUCTURAL EQUATION MODELING (SEM) METHOD – PATRIAL LEAST SQUARE (PLS)

Abstract

The purpose of this study is to analyze the influence of Influencer Marketing and Customer Reviews on the Purchase Intention of Wardah beauty products, mediated by Brand Image, in the Gerbangkertasusila area (Gresik, Bangkalan, Mojokerto, Surabaya, Sidoarjo, and Lamongan). This research employs a quantitative approach using Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software. A total of 200 respondents were selected through purposive sampling. The results indicate that Influencer Marketing (X1) and Customer Reviews (X2) have a positive and significant effect on Purchase Intention (Y). Furthermore, Brand Image (Z) significantly mediates the influence of Influencer Marketing and Customer Reviews on the Purchase Intention of Wardah beauty products. This study reinforces the importance of brand image and customer opinions in digital marketing strategies, especially for beauty products that are highly influenced by consumer trust and perception.