THE INFLUENCE OF E-WOM, BRAND AWARENESS, AND BRAND IMAGE ON PURCHASE DECISION OF OH MY GLAM (OMG) COSMETICS ON TIKTOK

Farah Dibba(1*), Yanda Bara Kusuma(2)


(1) Business Administration, Faculty of Social, Cultural, and Political Sciences, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
(2) Business Administration, Faculty of Social, Cultural, and Political Sciences, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
(*) Corresponding Author

Abstract


This research aims to analyze the influence of Electronic Word of Mouth, Brand Awareness, and Brand Image on the Purchase Decision of Oh My Glam (OMG) cosmetic products on TikTok social media. This study employed a quantitative method with a descriptive approach. Primary data were collected through questionnaires distributed to 100 respondents using a purposive sampling technique. Data analysis was conducted using SEM-PLS. The results indicate that Electronic Word of Mouth, Brand Awareness, and Brand Image each have a positive and significant effect on Purchase Decision, with Brand Image emerging as the most dominant variable. Simultaneously, the three variables explain 48.7% of the variance in Purchase Decision, indicating that digital interaction and brand perception play an important role in influencing consumer purchasing decisions. These findings imply that cosmetic companies should maintain a positive brand image and optimize TikTok-based digital interactions to encourage consumer purchase decisions.


Keywords


Electronic Word of Mouth; Brand Awareness; Brand Image; Purchase Decision; TikTok

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DOI: https://doi.org/10.26714/vameb.v22i2.21262

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