Authors :
Dinda Frizka Novia; Farrah Ardine Actynophylla; Mirandasari; Peri Akbar Manaf
Volume/Issue :
Volume 7 - 2022, Issue 10 - October
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3fBUbJT
DOI :
https://doi.org/10.5281/zenodo.7275802
Abstract :
This study analyzes the relations of electronic
word-of-mouth, brand image, brand awareness, and
purchase intention on skincare brand. Word-of-mouth,
or customer’s honest testimonial, is known to be more
reliable in informing customer’s attitudes and
behavioral intentions as it is perceived to be of great
credibility and trustworthiness. On account of the
advancement of technology, social networking sites
(SNS) also play a substantial role in facilitating
electronic word-of-mouth activity among cosmetic
customers. This study intends to look into the effect of EWOM on brand image and brand awareness on
purchase intentions in skincare products specifically in
Indonesia. The results of calculations show that all
variables, i.e., E-WOM, Brand Image, Brand Awareness,
Purchase Intention, have a positive effect. In the context
of skincare, E-WOM is indeed one of the means to be
particularly incorporated in purchasing decisions.
Keywords :
Brand Awareness, Brand Image, E-WOM, Purchase Intention, Skincare.
This study analyzes the relations of electronic
word-of-mouth, brand image, brand awareness, and
purchase intention on skincare brand. Word-of-mouth,
or customer’s honest testimonial, is known to be more
reliable in informing customer’s attitudes and
behavioral intentions as it is perceived to be of great
credibility and trustworthiness. On account of the
advancement of technology, social networking sites
(SNS) also play a substantial role in facilitating
electronic word-of-mouth activity among cosmetic
customers. This study intends to look into the effect of EWOM on brand image and brand awareness on
purchase intentions in skincare products specifically in
Indonesia. The results of calculations show that all
variables, i.e., E-WOM, Brand Image, Brand Awareness,
Purchase Intention, have a positive effect. In the context
of skincare, E-WOM is indeed one of the means to be
particularly incorporated in purchasing decisions.
Keywords :
Brand Awareness, Brand Image, E-WOM, Purchase Intention, Skincare.
