The Effect of Electronic Word of Mouth, Influencer Credibility on Purchase Intention of Mykonos Perfume with Brand Image as Mediation

This study investigates the influence of Electronic Word of Mouth (E-WOM) and influencer credibility on purchase intention of Mykonos perfume, with brand image as a mediating variable. Using a quantitative approach, the sample was 190 students from Unsoed, UMP, and UIN using purposive and quota sampling. Data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) in Smart-PLS. The findings show that E-WOM and Influencer Credibility positively influence purchase intention and brand image strongly mediates this relationship. The results highlight the important role of brand image in consumer decision-making, which strengthens the TPB theory.