The Influence of Influencer Marketing, Brand Awareness, and Brand Image on Purchase Decisions Among Consumers of Wardah Products

Purpose – This study aims to analyze the direct effects of influencer marketing, brand awareness, and brand image on purchase decisions among Wardah cosmetic consumers in East Java amid the rapid expansion of digital marketing and social media. Design/Methodology/Approach – A quantitative explanatory research design was applied using a sample of 125 Wardah consumers across East Java, selected via purposive sampling. Primary data collected through questionnaire surveys were analyzed using multiple linear regression analysis via SPSS. Findings – Brand awareness exerts a positive and statistically significant effect on purchase decisions, emerging as the strongest predictor among the variables. Conversely, influencer marketing demonstrates a positive but statistically insignificant effect, while brand image shows a negative and insignificant effect, indicating that consumers prioritize brand recognition and tangible product benefits over influencer endorsements or brand image perceptions. Originality/Value – The novelty of this study lies in evaluating influencer marketing, brand awareness, and brand image simultaneously on consumer purchase decisions within the cosmetics industry without incorporating mediating variables, offering clear empirical insights into the direct drivers of beauty product consumption.