Word of Mouth, Brand Image, and Their Effects on Purchase Decisions: Evidence from Female Students Using OMG Matte Kiss Lip Cream

Abstract

This study aims to examine the influence of word of mouth and brand image on purchase decisions of OMG Matte Kiss Lip Cream among female undergraduate students. The research adopts a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 40 female students who had purchased and used the product, selected through purposive sampling. Measurement was conducted using a five-point Likert scale, and data analysis was performed using SPSS. The analytical techniques included validity and reliability tests, normality testing, correlation analysis, multiple linear regression, coefficient of determination, and hypothesis testing using t-tests and F-tests. The results indicate that word of mouth has a positive and significant effect on purchase decisions, while brand image also shows a positive and significant influence. Simultaneously, both variables significantly explain variations in purchase decisions. These findings highlight the importance of interpersonal communication and brand perception in shaping consumer behavior in the cosmetic industry. The study contributes to the literature by providing empirical evidence from a local cosmetic brand context and offers practical insights for marketers to strengthen word of mouth strategies and brand image to enhance consumer purchase decisions.