Shahib, Mosha Maulidiva and Purbawati, Dinalestari (2026) THE INFLUENCE OF INFLUENCER MARKETING AND EWOM THROUGH BRAND AWARENESS ON PURCHASE DECISION (Study on Consumers of Luxcrime Jakarta). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

With the rapid growth of digital marketing in Indonesia's beauty
industry, local brands such as Luxcrime increasingly rely on social
media-based marketing strategies to reach their target consumers. This
research aims to analyze the influence of influencer marketing and
electronic word of mouth (eWOM) on purchase decision among
Luxcrime consumers in Jakarta, with brand awareness serving as a
mediating variable. The study employs a quantitative approach with an
explanatory research design. Data collection was conducted through the
distribution of questionnaires to 108 respondents who are consumers of
Luxcrime products residing in Jakarta.
Data analysis in this research utilized the Partial Least Squares
Structural Equation Modeling (PLS-SEM) method with the assistance
of SmartPLS 4.0 software. The findings indicate that influencer
marketing and electronic word of mouth both have a positive and
significant effect on brand awareness and purchase decision. Brand
Awareness is also proven to have a positive and significant effect on
purchase decision. Furthermore, brand awareness significantly and
partially mediates the relationship between influencer marketing and
purchase decision, as well as the relationship between electronic word
of mouth and purchase decision, with influencer marketing emerging as
the dominant variable with the greatest cumulative influence on
purchase decision across the entire model.
The implications of this research suggest that Luxcrime should prioritize
building authentic and long-term influencer partnerships and improving
the quality of consumer-generated reviews to strengthen brand
awareness as the primary driver of purchase decision. Communication
strategies that lead with credible influencer endorsements and clear
peer-generated content are likely to be most effective in converting
brand recognition into active purchasing behavior among the
predominantly young and digitally active Jakarta consumer base.
Keywords: Influencer Marketing, Electronic Word of Mouth, Brand
Awareness, Purchase Decision, Luxcrime.
170 Admintrasi Bisnis 2026

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