Exploring The Impact Of Ewom, Brand Image, And Influencer Credibility On Men’s Personal Care Repurchase Intentions: A Comparative Analysis Across Gen Z, Millennials, And Gen X

Abstract

The growing awareness of male grooming and personal care has shifted consumer behavior, particularly among different generational cohorts. This study investigates the influence of electronic Word of Mouth (eWOM), brand image, and influencer credibility on the repurchase intention of men’s personal care products, comparing responses across Generation X, Millennials, and Generation Z. Utilizing a quantitative approach with a cross-sectional design, data were collected from 300 male respondents residing in Jabodetabek, Indonesia, through an online questionnaire. The research employed Partial Least Squares (PLS) 4.1 for data analysis, examining both direct and mediated relationships among the variables. The results demonstrate that influencer credibility, eWOM, and brand image significantly affect repurchase intention across all generations. Brand image is found to mediate the relationship between both influencer credibility and eWOM with repurchase intention. Notably, the strength of influence varies by generation: Generation Z shows the highest sensitivity to influencer credibility, Millennials are more affected by brand image, while Generation X values consistent and trustworthy product reviews. This study offers insights into tailoring marketing strategies for men’s personal care brands by understanding generational preferences and optimizing digital communication channels.