Analisis Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Niat Beli Daring Produk Skin Care Yang Dimediasi Oleh Citra Merek (Studi Pada Konsumen Scarlett Whitening Di Ums)

This study aims to determine the effect of Electronic Word of Mouth (eWOM), brand image on online purchase intention of skin care products at Muhammadiyah University of Surakarta. In addition, it is also to see whether brand image has a mediating role. The number of samples used in this study were 120 respondents. The data analysis method used is the instrument test of validity and reliability as well as hypothesis testing using regression analysis with the Macro Hayes 3.5 method in SPSS 22, t test, F test and coefficient of determination (R²) test. The results of the study show that (1) there is a significant positive effect of Electronic Word of Mouth (eWOM) on brand image, this is evidenced by the tcount > ttable value and p-value ttable and p-value ttable and p-value