Article Sidebar

Download
Download PDF

Main Article Content

Abstract

Study This analyze The influence of Live Streaming, Social Media Influencers, and Electronic Word of Mouth ( eWOM ) on Purchase Intention with Brand Image as an variables mediation among YSL Beauty Indonesia consumers on the TikTok platform. Research results show that Live Streaming has an effect significant towards Purchase Intention, however No influential significant on Brand Image, so its influence nature directly . On the other hand , Social Media Influencers and eWOM proven influential positive and significant on Brand Image and Purchase Intention. In addition , Brand Image has an influence significant on Purchase Intention and plays a role as a mediator in the influence of Social Media Influencers and eWOM , but No mediate The influence of live streaming. Research methods use approach quantitative with survey against 150 respondents users active Live TikTok Shopping YSL Beauty and analyzed using SEM-PLS. Findings This confirm that in context product luxury cosmetics , communication strategy based credibility social and experience consumer more effective in build image brand compared to promotion interactive term short .

Keywords

Live TikTok Shopping, Social Media Influencer, Electronic Word of Mouth ( eWOM ), Brand Image, Purchase Intention, Luxury Cosmetics, YSL Beauty Indonesia.

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Agatha, C., Ahmadi, A., Afifah, N., & Fitriana, A. (2026). How Live TikTok Shopping Affects Brand Image and Purchase Intention among Consumers of YSL Beauty Luxury Products in Indonesia. Economics and Digital Business Review, 7(1), 302–322. https://doi.org/10.37531/ecotal.v7i1.3687
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name . Free Press.
  2. Ajzen, I. (2020). The theory of planned behavior : Frequently asked questions. Human Behavior and Emerging Technologies, 2 (4), 314–324. https://doi.org/10.1002/hbe2.195
  3. Al Jonet, R., et al. (2024). Live streaming commerce adoption in Southeast Asia. Journal of Retailing and Consumer Services, 76 , 103608. https://doi.org/10.1016/j.jretconser.2023.103608
  4. Angelique, T., et al. (2021). Brand image and purchase intention in digital marketing context. Journal of Marketing Research , 14(2), 55–66.
  5. Aprilya , T., & Indayani , R. (2024). Live streaming interactivity and impulsive buying. Journal Marketing Management , 18 (1), 33–45.
  6. Balaban, D. C., & Mustatea , M. (2019). Users' perspective on social media influencers. Romanian Journal of Communication and Public Relations, 21 (1), 5–23. https://doi.org/10.21018/rjcpr.2019.1.277
  7. Bajang Journal. (2023). Survey the influence of online reviews on consumer cosmetics luxury in Indonesia .
  8. Chakraborty, U., & Bhat, S. (2017). Brand image and consumer purchase intention. Journal of Brand Management, 24 (3), 1–15. https://doi.org/10.1057/s41262-017-0037-x
  9. Chatterjee, D., & Basu, P. (2020). Classification Analysis for Brand Loyalty Determination. Global Business Review, 0972150919892689.
  10. Chen, C., et al. (2023). Live commerce and luxury branding: An SOR perspective. Journal of Business Research, 156 , 113491. https://doi.org/10.1016/j.jbusres.2022.113491
  11. Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication. Decision Support Systems, 54 (1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
  12. Darmatama , T., & Erdiansyah , D. (2021). The influence of brand image on consumer loyalty of luxury products. Journal Indonesian Management and Marketing , 11 (3), 45–52.
  13. DataIndonesia.id. (2025). TikTok users in Indonesia July 2025 .
  14. Daugherty, T., & Hoffman, E. (2014). eWOM : Word of mouth in the digital age. Journal of Marketing Research, 51 (3), 272–280. https://doi.org/10.1509/jmr.13.0351
  15. Evgeniy, Y., Lee, K., & Roh, T. (2019). The effect of eWOM on purchase intention. Journal of Korea Trade, 23 (5), 102–117. https://doi.org/10.35611/jkt.2019.23.5.102
  16. Gabrielli, V. , & Baghi , I. (2016). Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person. Journal of Marketing Communications, 22(4), 385-402.
  17. Gao, W., Jiang, N., & Guo, Q. (2023). How do virtual streamers affect purchase intention? Journal of Retailing and Consumer Services, 73 , 103356. https://doi.org/10.1016/j.jretconser.2023.103356
  18. Ghautsiyyah , N., & Rahayu, F. (2025). The role of eWOM on cosmetic purchase intention luxury . Journal Marketing , 14 (1), 20–30.
  19. Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage. https://doi.org/10.1007/978-3-030-80519-7
  20. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
  21. Hermanda, A., et al. (2019). Social media marketing and purchase intention. International Journal of Innovation, Creativity and Change, 8 (1), 1–14.
  22. Huang, Y., et al. (2022). Brand image formation in luxury markets. Journal of Business Research, 142 , 558–569. https://doi.org/10.1016/j.jbusres.2021.12.035
  23. Indriastuti, D., et al. (2024). The influence of live streaming on e-commerce consumer behavior. Scientific Journal of Management, 14 (2), 78–88.
  24. Ismagilova, E., et al. (2020). Electronic word of mouth ( eWOM ). International Journal of Information Management, 53 , 102119. https://doi.org/10.1016/j.ijinfomgt.2020.102119
  25. Keller, K. L. (1993). Conceptualizing brand equity. Journal of Marketing, 57 (1), 1–22. https://doi.org/10.2307/1252054
  26. Keller, K. L. (2016). Strategic brand management (4th ed.). Pearson.
  27. Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.
  28. Ling, K., Pavlou, P., & Hsu, M. (2011). Trust and online purchase intention. Journal of Consumer Behavior, 15 (3), 210–223.
  29. Marketing.co.id. (nd). YSL Beauty's strategy to maintain an aura of luxury in the interactive era . Retrieved February 13, 2026, from https://marketing.co.id/strategi-ysl-beauty-menjaga-aura-kemewahan-di-era-interaktif/
  30. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology . MIT Press.
  31. Murdinar , D., et al. (2024). Live streaming and brand image in beauty products. Journal Management Science , 14 (2), 78–88.
  32. Princesa, R., & Djajalaksana , R. (2021). The role of eWOM in decision purchase product luxury . Journal Marketing , 14 (1), 20–30.
  33. Qin, C., Zeng, X., Liang, S., & Zhang, K. (2023). Do live streaming and online reviews affect purchase intention? Journal of Retailing and Consumer Services, 71 , 103215. https://doi.org/10.1016/j.jretconser.2022.103215
  34. Rahman, MA, et al. (2018). Impact of eWOM on brand image and purchase intention. SSRN Electronic Journal . https://doi.org/10.2139/ssrn.3490628
  35. Rachman, A., et al. (2024). Influencer marketing in live shopping. Journal Digital Marketing , 12 (1), 30–42.
  36. Saini, R., et al. (2021). Influencer credibility and consumer trust. Journal of Consumer Marketing, 38 (2), 121–134. https://doi.org/10.1108/JCM-02-2020-3657
  37. We Are Social. (2024). Digital 2024: Indonesia .
  38. Yep, BW, et al. (2013). eWOM and brand image effects. Asia-Pacific Journal of Business Administration, 5 (1), 12–27. https://doi.org/10.1108/17574321311304591