The Relations of Electronic Word-of-Mouth, Brand Image, Brand Awareness and Purchase Intention: On Skincare Brand

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