The Influence of Brand Image, Influencer Marketing, and Electronic Word of Mouth on Purchase Intention for Mother of Pearl Beauty Makeup Primer among Generation Z in Tomohon City

Abstract

This study examines the effects of brand image, influencer marketing, and electronic word of mouth (E-WOM) on purchase intention for Mother of Pearl Beauty makeup primer among Generation Z in Tomohon City. A quantitative approach was applied using questionnaire data from 100 respondents selected through purposive sampling. The data were analyzed using SPSS 25, including validity and reliability tests, classical assumption tests, multiple linear regression, an F-test, t-tests, and the coefficient of determination. The results indicate that brand image, influencer marketing, and E-WOM jointly have a positive and statistically significant relationship with purchase intention (F = 1,988.870; p < .001). Each predictor is also positive and significant: brand image (B = 0.408; t = 74.325; p < .001), influencer marketing (B = 0.046; t = 6.751; p < .001), and E-WOM (B = 0.044; t = 6.069; p < .001). The multiple correlation coefficient is 0.661, while R² is 0.436, indicating that the three predictors explain 43.6% of the variation in purchase intention. The findings suggest that brand perceptions, influencer communication, and online consumer reviews should be considered together when developing marketing strategies for young cosmetic consumers.