International Conference on Vocational Business, Logistic, Accounting, Supply Chain, Tax (ICoBLAST)

Introduction/Main Objective: This study analyzes the influence of brand image and Electronic Word of Mouth (e-WOM) on the purchase decision of Wardah lipstick products in Semarang City. This research is due to the fierce competition from the local cosmetics industry which encourages wardah to strengthen brand image and optimize digital interaction as a marketing strategy.

Background Issues: The perception of many people on social media cannot be easily controlled and becomes a challenge for companies to build and maintain a good Brand Image. Therefore, the author conducted research on the influence of brand image and e-WOM on purchase decisions on wardah lipstick products in Semarang City.

Newness: The novelty in this study is highlighted in the actual problem in the market, namely the indication of declining loyalty and market share in the lipstick category which is reflected in the decline in TBI. In addition, this study presents a manual sentiment analysis of 100 wardah product reviews on social media to strengthen the relevance of the e-WOM variable in the context of the problem being studied.

Research Method: This study used a quantitative approach by collecting data through a questionnaire to 100 wardah lipstick consumers in Semarang. The analysis was carried out through validity, reliability, simple and multiple linear regression, significance tests (T test and F test) using SPSS 21.

Findings/Results: Research results show that brand image has a positive and significant effect on purchase decisions, as well as e-WOM. Simultaneously, these two variables make a significant contribution to consumer decisions. However, some respondents are still hesitant, especially when comparing local products with foreign brands and responding to negative reviews.

Conclusion: This study emphasizes the importance of maintaining a strong brand image and utilizing positive online interactions to improve purchasing decisions.

Potential Implementation: The results are expected to help the company refine its marketing strategy and become a reference for future researchers in examining other variables or different objects to obtain more comprehensive findings.

Keywords: Brand Image; Electronic Word of Mouth (e-WOM); Purchase Decision; Wardah; Lipstick.

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