Pengaruh Electronic Word-Of-Mouth (E-Wom), Influencer Marketing, dan Price Perception Terhadap Purchase Intention Parfum Hmns di Kota Surabaya

Abstract

This study aims to determine and analyze the effect of Electronic Word-of-Mouth (E-WOM), Influencer Marketing, and Price Perception on the Purchase Intention of HMNS perfume products in Surabaya City. The local perfume industry is currently growing rapidly through the digital marketing ecosystem, where consumers who cannot try products physically rely heavily on social validation, visual representation, and price rationality before making a transaction. This research utilizes a quantitative approach. Sampling was conducted using a purposive sampling technique with a total of 104 respondents. The sample criteria included active social media users aged at least 17 years old, domiciled in Surabaya, who know or have purchased HMNS perfume products. Primary data was collected through questionnaires and analyzed using Multiple Linear Regression Analysis with the help of SPSS version 27 software. The results showed that simultaneously, Electronic Word-of-Mouth (E-WOM), Influencer Marketing, and Price Perception have a significant effect on Purchase Intention. Partially, Electronic Word-of-Mouth has a significant positive effect on Purchase Intention. Influencer Marketing also has a significant positive effect. In addition, Price Perception was proven to have the most significant positive effect on Purchase Intention. The Coefficient of Determination (R²) is 72.5%, indicating that the three independent variables can explain the variations in consumer purchase intentions exceptionally well.