THE INFLUENCE OF E-WOM STRATEGY AND SOCIAL MEDIA USAGE ON SKINCARE PURCHASE INTEREST BY THE OHMYBEAUTYBANK COMMUNITY ON X

Abstract

The rapid growth of Indonesia’s skincare industry is increasingly driven by digital interactions, particularly within online communities. This study analyzes the influence of Digital Marketing, Electronic Word of Mouth (e-WOM), and community engagement on consumer purchase intention for skincare products, focusing on the OhMyBeautyBank community on the X platform (formerly Twitter). Employing a quantitative correlational design, the research surveyed 100 active followers who have purchased or expressed interest in beauty products. Data were collected via structured online questionnaires and analyzed using descriptive statistics, Pearson correlation, and multiple linear regression. Validity and reliability tests confirmed that all instrument items were valid and consistent (Cronbach’s Alpha > 0.60). The results reveal that both Digital Marketing and e-WOM have a positive and significant partial effect on purchase intention. Specifically, e-WOM demonstrates a stronger influence (regression coefficient = 0.699) compared to Digital Marketing (0.326), highlighting the critical role of authentic consumer reviews and peer recommendations in shaping buying behavior. The findings suggest that digital communities serve as strategic ecosystems integrating information and social interaction, which significantly drive transaction decisions. These insights contribute to understanding Generation Z's consumer behavior and offer strategic implications for beauty brands to leverage community-based marketing and authentic e-WOM to enhance purchase intention in the digital era.