Peran Brand Awareness Memediasi Pengaruh Electronic Word of Mouth terhadap Purchase Intention: Studi pada Calon Konsumen Parfum Days di Kota Denpasar

Ni Luh Made Putri Palasari; Ni Made Rastini

doi:10.55606/jimek.v6i3.13386

Authors

Ni Luh Made Putri Palasari Universitas Udayana
Ni Made Rastini Universitas Udayana

DOI:

https://doi.org/10.55606/jimek.v6i3.13386

Keywords:

Brand Awareness, Electronic Word of Mouth, Marketing Strategy, Purchase Intention, Sales Performance

Abstract

The development of the local perfume industry in Indonesia has led to increased competition between brands, particularly in digital marketing through social media. One brand that has grown in Bali is Parfum Days, but in recent years its sales have shown a tendency to stagnate. This condition indicates that consumer purchase intention has not been optimally formed. This study aims to explain the influence of electronic word of mouth on purchase intention, the influence of electronic word of mouth on brand awareness, the influence of brand awareness on purchase intention, and the role of brand awareness in mediating the influence of electronic word of mouth on purchase intention for the Parfum Days brand in Denpasar City. This study uses a quantitative approach with a causal associative research design. Data were collected in a hybrid manner by distributing questionnaires online using Google Forms and offline to 120 respondents domiciled in Denpasar City who had never purchased or used Parfum Days products. The data analysis technique uses descriptive statistics and Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of the SmartPLS 4 application. The results of the study indicate that electronic word of mouth has a positive and significant effect on purchase intention, electronic word of mouth has a positive and significant effect on brand awareness, brand awareness has a positive and significant effect on purchase intention, and brand awareness is significantly able to mediate the effect of electronic word of mouth on purchase intention. The practical implication of this study is the importance of increasing positive electronic word of mouth through effective digital communication, strengthening consumer brand awareness of the Parfum Days brand, thereby encouraging an increase in consumer purchase intention for Parfum Days products.

References

Aljumah, A. I., Nuseir, M. T., & El Refae, G. A. (2023). Examining The Effect Of Social Media Interaction, E-WOM, and Public Relations: Assessing The Mediating Role of Brand Awareness. International Journal of Data and Network Science, 7, 467–476. https://doi.org/10.5267/j.ijdns.2022.8.012

Anandyara, S., & Samiono, B. E. (2022). Analisis Pengaruh Brand Ambassador Terhadap Purchase Intention Melalui E-Trust, E-WOM, Brand Awareness Dan Attitude Towards Advertisement Pada E-Commerce Lazada. Jurnal Al Azhar Indonesia Seri Ilmu Sosial, 3(3), 113–123. http://dx.doi.org/10.36722/jaiss.v3i3.1230

Anggraini, L. P., & Sobari, N. (2023). The Mediation Role Of Review Helpfulness, Customers Trust, And Brand Attitude Towards Positive E-WOM And Purchase Intention In Cosmetic Shopping Experience. Journal of Theoretical and Applied Management (Jurnal Manajemen Teori dan Terapan), 16(1), 39–51. https://doi.org/10.20473/jmtt.v16i1.42345

Annisa, A., & Ahmadi, M. A. (2025). Pengaruh e-WOM dan Trust Terhadap Purchase Intention Dalam Belanja Online. Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset, 3(1), 225–233. https://doi.org/10.61132/lokawati.v3i1.1488

Aprilianti, A. A. I. K., Rastini, N. M., & Rahanatha, G. B. (2023). Peran Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention. E-Jurnal Manajemen, 12(3), 280–304. https://doi.org/10.24843/EJMUNUD.2023.v12.i03.p04

Arifin, R., & Syah, T. Y. R. (2023). How e-WOM influence Purchase Intention Mediated By Trust And Brand Awareness: Case On Generation X In Indonesia. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 9(2), 411-421. http://dx.doi.org/10.17358/jabm.9.2.411

Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, W. P. (2023). The Effect Of Social Media Marketing, SerQual, eWOM on Purchase Intention Mediated By Brand Image and Brand Trust: Evidence From Black Sweet Coffee Shop. International Journal of Data and Network Science, 7, 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008

Arsha, I. M. R. M., Sugianingrat, I. A. P. W., Dewi, I. A. S., Hartati, P. S., & Kusyana, D. N. B. (2024). Peran Paylater Sebagai Moderasi Pengaruh Shopping Lifestyle Terhadap Impulse Buying Pada E-Commerce (Studi Kasus Pada Kalangan Milenial Di Kota Denpasar). Jurnal Ekuilnomi, 6(3), 476-485. https://doi.org/10.36985/yvvd0308

Badan Pusat Statistik. (2024). Persentase Penduduk Pernah Menggunakan Internet (Termasuk Facebook, Twitter, Youtube, Instagram, Whatsapp) Menurut Jenis Kelamin. BPS Kota Denpasar.

Badan Pusat Statistik. (2025). Penduduk, Laju Pertumbuhan Penduduk, Distribusi Persentase Penduduk, Kepadatan Penduduk, Rasio Jenis Kelamin Penduduk Menurut Kabupaten/Kota. BPS Provinsi Bali.

Badan Pusat Statistik. (2025). Rata‑Rata Pengeluaran Per Kapita Sebulan Makanan Dan Bukan Makanan Di Daerah Perkotaan Dan Perdesaan Menurut Kabupaten/Kota. BPS Provinsi Bali.

Bija, A. A. B. D. B., & Sukawati, T. G. R. (2023). Peran Brand Awareness Memediasi Pengaruh Electronic Word Of Mouth Terhadap Niat Beli Es Teh Indonesia. E-Jurnal Manajemen, 12(9), 910–930. https://doi.org/10.24843/EJMUNUD.2023.v12.i09.p02

Bolang, E. H., Mananeke, L., & Lintong, D. Ch. A. (2021). Pengaruh Electronic Word Of Mouth, Lokasi Dan Harga Tiket Terhadap Minat Berkunjung Wisatawan Pada Makatete Hill’s Desa Warembungan. Jurnal EMBA, 9(1), 1360–1370. https://doi.org/10.35794/emba.v9i1.33041

Bunga, T. A., & Aziz, A. M. (2025). Pengaruh Sosial Media Marketing Activities, Brand Equity, Brand Ewom Terhadap Purchase Intention Pada Produk Scarlett Whitening di Tiktok. Jurnal Locus Penelitian dan Pengabdian, 4(8), 7704-7722.

Chen, H.-W., Chen, K.-C., Liu, L.-W., Guo, Z.-H., & Tsai, C.-W. (2024). The Effects of Brand Awareness and Price Promotion on Purchase Intention: A Moderating Role of Impulsive Buying Traits. International Journal of Asian Business and Information Management, 15(1), 1–15. https://doi.org/10.4018/IJABIM.358619

Databoks.katadata.co.id. (2025). 10 Best-Selling Perfumes on Shopee Indonesia in Q2 2025, Local Brands Dominate: Pusat Data Ekonomi dan Bisnis Indonesia: Databoks. https://databoks.katadata.co.id/en/technology-telecommunications/statistics/68dbb332931b0/10-best-selling-perfumes-on-shopee-indonesia-in-q2-2025-local-brands-dominate

Dewani, N. P. R. G., & Rastini, N. M. (2021). Peran Citra Merek Memediasi Pengaruh Ewom Terhadap Niat Konsumen Menggunakan Gopay Di Kota Denpasar. E-Jurnal Manajemen, 10(2), 105–124. https://doi.org/10.24843/EJMUNUD.2021.v10.i02.p01

Dewi, K. A. P., & Giantari, I. G. A. K. (2020). The Role Of Brand Image In Mediating The Influence Of E-WOM And Celebrity Endorser On Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(1), 221–232.

Dewi, M. G. H., & Boetar Boetar, A. E. M. (2022). The Effect of Social Media Marketing on Purchase Intention in Fashion Industry. International Journal of Data and Network Science, 6(4), 355–362. https://doi.org/10.5267/j.ijdns.2022.1.002

Dewi, N. P. A. T., & Rastini, N. M. (2020). The role of brand image mediating the effect of E-WOM on the purchase intention of Yamaha N-MAX in Denpasar City. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(3), 60–66.

Dewi, W. W. A., et al. (2022). Teori Perilaku Konsumen. UB Press.

Dinisari, M. C. (2023). Ekspresikan kepribadian dan self love lewat aroma parfum. Bisnis.com.https://lifestyle.bisnis.com/read/20231010/104/1702936/ekspresikan-kepribadian-dan-self-love-lewat-aroma-parfum

Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Square Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 4.0 Untuk Penelitian Empiris (1st ed.).

Ghozali, Imam. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Badan Penerbit UNDIP.

Hair, J. J. F., H., G. T. M., R., C. M, & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.

Haryono, S. (2016). Metode SEM Untuk Penelitian Manajemen dengan AMOS LISREL Smart PLS. PT Intermedia Personalia Utama.

Herlanda, N. R., & Widodo, T. (2023). Pengaruh E-WOM dan Brand Image terhadap Purchase Intention dengan Brand Awareness sebagai variabel moderasi (Studi kasus pengguna Shopee di Indonesia). eProceedings of Management, 10(5), 3595–3604.

Hussain, A., Ting, D. H., & Mazhar, M. (2022). Driving Consumer Value Co‑Creation And Purchase Intention by Social Media Advertising Value. Frontiers in Psychology, 13, 800206, 1–11. https://doi.org/10.3389/fpsyg.2022.800206

Jayanthi, N. K. Z. D., & Suprapti, N. W. S. (2024). Peran Motivasi Belanja Memediasi Pengaruh Ewom Terhadap Niat Beli Produk Melalui Media Sosial TikTok. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 13(3), 447–457. https://doi.org/10.24843/EEB.2024.v13.i03.p03

Jeong, J., Kim, D., Li, X., Li, Q., Choi, I., & Kim, J. (2022). An Empirical Investigation of Personalized Recommendation and Reward Effect on Customer Behavior: A Stimulus–Organism–Response (SOR) Model Perspective. Sustainability, 14(22), 15369.

Jonathan, A., & Saktiana, G. M. (2026). Faktor Yang Mempengaruhi Purchase Intention Dengan Brand Awareness Sebagai Mediasi. Jurnal Manajerial dan Kewirausahaan, 8(1), 29–38. https://doi.org/10.24912/xfqdzv58

Kartika, T., & Pandjaitan, D. (2023). Electronic Word Of Mouth and Social Media Marketing on Brand Image and Purchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 687-694. https://doi.org/10.37641/jimkes.v11i3.2162

Kartikaningrum, N. I. (2025). 5 Toko Parfum Lokal Bali, Wanginya Khas dan Gak Pasaran. https://bali.idntimes.com/travel/tips/toko-parfum-lokal-bali-c1c2-01-vthpp-5s9rwg

Kementerian Komunikasi dan Informatika Republik Indonesia. (2024). Potensi besar parfum lokal Indonesia: inovasi jenama lokal dan dominasi pasar global. Indonesia.go.id. https://indonesia.go.id/kategori/editorial/8379/potensi-besar-parfum-lokal-indonesia-inovasi-jenama-lokal-dan-dominasi-pasar-global?lang=1

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education Limited.

Krisnawan, I. G. N. D., & Jatra, I. M. (2021). The Effect Of Brand Image, Brand Awareness, And Brand Association On Smartphone Purchase Intention (case study in denpasar). American Journal of Humanities and Social Sciences Research (AJHSSR), 5(6), 117-122.

Muliawan, E. N., & Waluyo, M. (2021). Pengaruh Brand Awareness dan Brand Image Terhadap Purchase Decision dan Repurchase Intention Sepatu Converse. JUMINTEN, 2(5), 38-49. https://doi.org/10.33005/juminten.v2i5.318

Padmi, I. G. A. M. M., & Suparna, G. (2021). The Role Of Brand Attitude Mediates The Effect Of Electronic Word Of Mouth On Purchase Intention At Sekopi Coffee Shop In Denpasar City. American Journal of Humanities and Social Sciences Research (AJHSSR) ,5(5), 414–427.

Pangestoe, J., & Purwianti, L. (2022). Analisa Pengaruh Brand Image, Celebrity Endorser, Attitude, Trust, Dan Brand Awareness Terhadap Purchase Intention Pada Fashion Sportwear Di Kota Batam. SEIKO: Journal of Management & Business, 5(1), 137-155. https://doi.org/10.37531/sejaman.v5i1.1674

Pawartajatim.com. (2024). Pangsa Pasar Parfum Brand Lokal Tumbuh 3,8 Persen. https://www.pawartajatim.com/pangsa-pasar-parfum-brand-lokal-tumbuh-38-persen/?utm_source=

Permatasari, L. G. I., Suprapti, N. W. S., & Suparna, G. (2021). Peran Brand Awareness Memediasi Pengaruh Daya Tarik Iklan Terhadap Niat Beli Mobil Merek Toyota. Buletin Studi Ekonomi, 26(1), 85–100. https://doi.org/10.24843/BSE.2021.v26.i01.p07

Plidtookpai, N., & Yoopetch, C. (2021). The Electronic Word-Of-Mouth (eWOM) Trustworthiness, Brand Image And Other Determinants Of Purchase Intention Of The Middle Class To Luxury Hotel Services. Kasetsart Journal of Social Sciences, 42, 61–68. https://doi.org/10.34044/j.kjss.2021.42.1.10

Pramudita, E., & Sitinjak, T. (2021). The Effect Of Social Media Marketing And Electronic Word Of Mouth On Purchase Intention Through Brand Image On Tokopedia, Shopee, And Bukalapak Users In Jakarta. Jurnal Manajemen, 10(2), 1–10. https://doi.org/10.46806/jm.v10i2.743

Prasetyo, A., & Praswati, A. N. (2024). The Role of Brand Awareness as A Mediator in the Relationship Between Entertainment and eWOM on Brand Loyalty: An Analysis of Social Media Marketing Content. Ilomata International Journal of Management, 6(2), 555–570. https://doi.org/10.61194/ijjm.v6i2.1450

Pratama, A. A. N., Hamidi, M. L., & Cahyono, E. (2023). The Effect Of Halal Brand Awareness On Purchase Intention In Indonesia: The Mediating Role Of Attitude. Cogent Business & Management, 10, 2168510. https://doi.org/10.1080/23311975.2023.2168510

Prayoga, I. K. W., & Yasa, N. N. K. (2023). Peran Brand Image Memediasi Electronic Word Of Mouth (E-WOM) Terhadap Purchase Intention (Studi Pada Calon Konsumen Kedai Fore Coffee di Kota Denpasar). E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 12(12), 2325–2336. https://doi.org/10.24843/EEB.2023.v12.i12.p01

Puspadini , A. ., Hidayat, M. S. ., Khasanah, I. ., & Yoestini. (2025). E-WOM’s Impact on Purchase Intention Through Brand Awareness and Perceived Quality. Economic and Business Horizon, 4(2), 67–78. https://doi.org/10.54518/ebh.4.2.2025.615

Putri, P. A., & Aksari, N. M. A. (2024). Peran Brand Image dalam Memediasi Pengaruh E-WOM terhadap Purchase Intention pada Amolas Café Canggu. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 13(02), 249–263. https://doi.org/10.24843/EEB.2024.v13.i02.p05.

Redaksi. (2022). Hanya 65 Ribu Rupiah! Sudah Mendekati 99% Wangi Parfum Asli. https://majalahbali.com/hanya-65-ribu-rupiah-sudah-mendekati-99-wangi-parfum-asli/

Respati, N. N. R., Panasea, I. G. N. O., Kharisma, A. A. G., & Aditya, I. W. P. (2024). Pengaruh E-WOM dan Perceived Value Terhadap Purchase Intention Dimediasi Oleh Brand Trust. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 13(12), 2558–2573. https://doi.org/10.24843/EEB.2024.v13.i12.p10.

Sari, K. A. S. M., & Suparna, G. (2024). The Role Of Electronic Word Of Mouth (E-WOM) In Mediating The Influence Of Social Media Promotions On Online Purchasing Decisions (Study On Consumers Of Jamu Rahsa Nusantara). International Journal of Economic Literature, 2(12), 4140–4159.

Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Effect Of Electronic Word Of Mouth (E-WOM) And Perceived Value On Purchase Intention During The COVID-19 Pandemic: The Case of Ready-To-Eat Food. International Journal of Behavioral Analytics, 1(2), 1–16.

Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sutariningsih, N. M. A., & Widagda K, I. G. N. J. A. (2021). Peran Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention. E-Jurnal Manajemen, 10(2), 145–164. https://doi.org/10.24843/EJMUNUD.2021.v10.i02.p03

Tim Regional. (2024). Laris manis bisnis parfum lokal, brand ini luncurkan 30 varian baru. Liputan6.com. https://www.liputan6.com/regional/read/5530079/laris-manis-bisnis-parfum-lokal-brand-ini-luncurkan-30-varian-baru

Tranggono, D., Putri, A. N., & Juwito. (2020). Pengaruh Terpaan Iklan Nacific Di Instagram Terhadap Keputusan Pembelian Produk Nacific Pada Followers Akun @nacificofficial.id. Jurnal Ilmu Komunikasi, 10(2), 141–155. https://doi.org/10.15642/jik.2020.10.2.141-155

Triaksara, K. B. C., Ekawati, N. W., & Rastini, N. M. (2024). Peran Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention (studi pada calon konsumen Bron Cafe di Kota Denpasar). Buletin Studi Ekonomi, 29(2), 145–160. https://doi.org/10.24843/BSE.2024.v29.i02.p04.

Ulan, K., Rivai, A. K., & Sari, D. A. (2022). Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Purchase Intention Dengan Brand Awareness Sebagai Intervening: Studi Pada Produsen Dessert Box. Jurnal Bisnis, Manajemen, Dan Keuangan, 3(2), 354-373. https://doi.org/10.21009/jbmk.0302.03

Wardana, I. M. (2021). Metodologi Penelitian Bisnis Suatu Pendekatan Praktis Penyusunan Skripsi, Tesis dan Disertasi. CV Setia Bakti.

Wedayanti, K. A., & Ardani, I. G. A. K. S. (2020). Peran Brand Image Memediasi Pengaruh Electronic Word Of Mouth dan Brand Awareness terhadap Niat Beli. E-Jurnal Manajemen, 9(6), 2434–2454. https://doi.org/10.24843/EJMUNUD.2020.v09.i06.p19

Widya, I. N. (2024). Membangun Kepercayaan: Peran Brand Image Dan Brand Trust Dalam Memediasi Hubungan e-WOM dan Purchase Intention. Jurnal JPRO, 5(3), 482–497. https://doi.org/10.32815/jpro.v5i3.2369

Yiki, N. S., & Imronudin, I. (2025). The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 4882-4899. https://doi.org/10.31538/iijse.v8i2.6872

Yohana, N. K. Y., Dewi, K. A. P., & Giantari, I. G. A. K. (2020). The Role Of Brand Image Mediates The Effect Of Electronic Word Of Mouth (E-WOM) on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 1, 215-220.