The Effect of Influencer Marketing on Purchase Intention Mediated by Brand Image and Perceived Value: The Mineral Water Industry

This dataset supports the study titled “The Effect of Influencer Marketing on Purchase Intention Mediated by Brand Image and Perceived Value: The Mineral Water Industry.”The research explores the influence of influencer marketing on purchase intention, with brand image and perceived value as mediating variables, within the context of Indonesia’s rapidly growing bottled drinking water (BDW) industry. A quantitative survey was conducted among 260 Le Minerale consumers who are active social media users. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The dataset includes SmartPLS output files containing path coefficients, outer loadings, reliability and validity measures, and bootstrapping results in .xlsx format. All data are anonymized. This open dataset aims to enhance transparency, reproducibility, and further research in digital marketing and consumer behavior studies