The Role of Brand Image in Mediating the Influence of Influencer Marketing and Customer Reviews on Purchase Decisions (A Study of Buyers of Timephoria Brand Cosmetic Products)
Keywords:
Brand image, Customer Review, Influencer Marketing, Purchase Decisions, Timephoria, SEM-PLSAbstract
The cosmetics industry in Indonesia is experiencing rapid growth. This is driven by the increasing consumer interest in local beauty products. This study selected Timephoria products as the subject of analysis because, as a new brand, Timephoria has successfully captured consumers’ attention. This study aims to analyze the influence of influencer marketing and customer reviews on purchasing decisions, with brand image serving as the mediating variable. This study employs a quantitative approach, and the sampling technique used is purposive sampling. Data were collected through an online questionnaire distributed to 200 respondents and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that influencer marketing and customer reviews have a positive and significant effect on purchasing decisions and brand image, and that brand image significantly mediates the influence of influencer marketing and customer reviews on purchasing decisions.
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