Influence digital Marketing, Word of Mouth and Brand Image on The Purchase Decision of “The Body Shop” Cosmetic Products Through Brand Awareness in Semarang City

Prasustyawatiningsih Prasustyawatiningsih, Widiyanto Widiyanto

Abstract


This study aims to analyze the influence of digital marketing, word of mouth, and brand image on purchasing decisions for The Body Shop cosmetic products in Semarang, with brand awareness as a mediating variable. The decline in The Body Shop's Top Brand Index during the 2021–2024 period serves as a key background for this research. This study employed a quantitative approach with a survey of 150 active The Body Shop consumers in Semarang. The sampling technique used was purposive sampling, and hypothesis testing was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS. The results of the analysis show that digital marketing, word of mouth, and brand image have an influence on brand awareness and have also been proven to influence purchasing decisions. Brand awareness has been shown to significantly mediate the effect of digital marketing, word of mouth, and brand image on purchasing decisions. These findings reinforce the importance of building brand awareness in enhancing the effectiveness of marketing strategies and consumer decisions.

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