The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable (Study on Etude House Korean Beauty Product)

The emergence of internet has made it possible for users to communicate with their existing networks through social media. On social media, users enable to exchange information and discuss their opinions and experiences about products or services through online on their social media platform with their peers, which refers to people who they already know such as friends and acquaintances. This kind of communication is called as electronic word-of-mouth (e-WOM) where the information can be spread faster and effectively influent consumer purchase decision making. This new way of e-WOM has the potential for greater impact on consumers. Therefore, the aim of this research is to know the effect that e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) in social media on consumers’ purchase decisions moderated by brand image. The research methodology used for this study is a case study with survey research method. Convenience sampling technique derived from non-probability sampling techniques are used for sample selection. The sample of this research is 175, from people who have purchased and used Etude House product. Statistical software SPSS and AMOS is used to analyze the data. The findings in this area will help Etude House and other marketers to reach out its potential customers and align their marketing effort in efficient way by pay attention on the marketing policies about eWOM. The limitations of the research is some respondents not read and answer the question clearly and made it not represent their exact perception