THE INFLUENCES OF E-WOM OF REFERENCE GROUP AND INSTAGRAM INFLUENCER TOWARD WARDAH AND MAYBELLINE BRAND IMAGE

Abstract

Internet is one of the most critical aspects of this period. The growth of the internet has resulted in the emergence of E-WOM from reference group and Influencer in social media. The review of E-WOM of reference group and influencer can be positive or negative based on the experience. This study aims to analyze and gain a more comprehensive understanding of the influence of E-WOM of reference group and Instagram influencers on the brand image partially and simultaneously. The study was conducted on 100 students of Sam Ratulangi University using quantitative method and Multiple Linear Regression as the analysis tool. The result revealed that E-WOM and Instagram Influencer partially and simultaneously has positive effect on brand image. Therefore, the brands need to consider the reviews of the products from the consumer and influencer. 

Keywords: Electronic word of mouth, reference group, instagram influencer, brand image