The Influence of e-WOM and Social Media Marketing on Purchase Intention Local Skincare Products in Batam City Mediated by Brand Image
Golan Hasan,
Erik a
Abstract:This research examines the factors of perceived quality, e-WOM, social media marketing, brand awareness and brand trust on purchase intention for local skincare products in Batam City which is mediated by brand image. Data collection was carried out by distributing questionnaires via Google Form to 305 respondents. The method used in this research is a quantitative method with a Structural Equation Modeling (SEM) approach. The results of the research show that perceived quality, e-WOM, social media marketing a… Show more
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