Pengaruh Electronic Word Of Mouth dan Beauty Influencer terhadap Purchase Decision dengan Value Co-Creation sebagai Variabel Intervening: Studi pada Konsumen GLAD2GLOW di Kota Semarang

Abstract

The shift in lifestyle dynamics in the era of modernity has heightened public awareness of
the importance of maintaining healthy skin. This increased awareness has driven the growth
of Indonesia’s beauty industry, as seen in the rising popularity of skincare brands such as
Glad2Glow, which has gained traction in the Indonesian market. This study aims to examine
the influence of Electronic Word of Mouth (e-WOM) and beauty influencers on purchase
decisions, with value co-creation serving as a mediating variable. The research was
conducted on 185 consumers in Semarang City who have purchased Glad2Glow products.
Data were collected through a questionnaire using purposive sampling and analyzed using
Structural Equation Modeling (SEM) with the AMOS 21 software. The findings indicate that
both e-WOM and beauty influencers have a positive and significant effect on purchase
decisions. Furthermore, value co creation also positively influences purchase decisions and
mediates the relationship between e-WOM, beauty influencers, and purchase decisions.
These results support all proposed hypotheses and provide insights for Glad2Glow to
enhance consumer engagement and purchasing behavior.