The Influence of Brand Image, Influencers, and Electronic Word of Mouth on Purchasing Decisions of Wardah Lipstik Product in Gresik City

The research influence of Brand Image, Influencer, and Electronic Word of Mouth (E-WOM) for buying choices of Wardah lipstick in Gresik City. The research is motivated by the decline in search interest and sales of Wardah products, despite a strong brand image, active influencer promotion, and positive online reviews. Using a quantitative approach, data were collected through surveys of 95 respondents who had purchased Wardah lipstick. The dataset was examined using Partial Least Square (PLS) via SmartPLS software. This analysis indicates that Brand Image, Influencers, and E-WOM significantly affect buying decisions. Of these elements, Brand Image proves to be the strongest influence. These results emphasize the need to enhance brand image and refine digital marketing approaches.