Understanding Consumer Purchase Decisions for Nippon Paint: The Roles of Influencer Marketing, Brand Image, and E-WOM

Ni Kadek Eni Seriantari; Ni Wayan Eka Mitariani; I Made Surya Prayoga

doi:10.36733/emas.v7i9.14827

Authors

Ni Kadek Eni Seriantari Universitas Mahasaraswati Denpasar, Indonesia
Ni Wayan Eka Mitariani Universitas Mahasaraswati Denpasar, Indonesia
I Made Surya Prayoga Universitas Mahasaraswati Denpasar, Indonesia

DOI:

https://doi.org/10.36733/emas.v7i9.14827

Keywords:

influencer marketing, brand image, e-WOM, purchase decision

Abstract

Competition in the wall paint industry in Indonesia is becoming increasingly fierce, making consumer purchasing decisions a critical factor for companies. Influencer marketing, brand image, and electronic word of mouth (e-WOM) play a role in shaping perceptions and purchasing decisions; however, previous research findings remain inconsistent. This study was conducted to analyze the influence of influencer marketing, brand image, and electronic word of mouth (e-WOM) on the purchasing decisions of Nippon Paint consumers in Bali. The sample size for this study was set at 140 respondents, all of whom are Nippon Paint consumers in the Province of Bali. Data were collected through the distribution of a questionnaire using a 1-to-5 Likert scale. The data analysis technique used in this study was multiple linear regression analysis. The results of this study indicate that influencer marketing has a positive and significant effect on purchasing decisions regarding Nippon Paint products in Bali. Brand image has a positive and significant effect on purchasing decisions regarding Nippon Paint products in Bali. Electronic word of mouth (e-WOM) has a positive and significant effect on purchasing decisions regarding Nippon Paint products in Bali.

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