The Influence of Brand Image, E-WOM, and Price on Purchase Decisions for Garnier Skincare Products on the Shopee Platform

Abstract

The rapid growth of e-commerce has transformed consumer purchasing behavior, particularly in the beauty industry, where online platforms have become the primary channel for purchasing skincare products. Among Generation Z consumers, purchasing decisions are increasingly influenced by digital information, brand perception, and price considerations. Although Garnier is a well-established skincare brand, its market performance on Shopee remains relatively lower than several competing brands, indicating the need to identify the factors influencing consumers' purchasing decisions. Therefore, this study aims to examine the effects of brand image, electronic word of mouth (e-WOM), and price on the purchasing decisions of Garnier skincare products on the Shopee platform among Generation Z consumers. This study employed a quantitative associative approach involving 78 respondents selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics 30. The results reveal that brand image, e-WOM, and price each have a positive and significant effect on purchasing decisions. Simultaneously, the three variables significantly influence purchasing decisions, with an Adjusted R² value of 0.928, indicating that 92.8% of the variation in purchasing decisions is explained by the proposed model. Among the independent variables, brand image exerts the strongest influence on purchasing decisions.