The Influence of e-WOM and Social Media Marketing on Purchase Intention Local Skincare Products in Batam City Mediated by Brand Image

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 and brand awareness have a significant influence on purchase intention. Meanwhile, brand trust does not have a significant effect on purchase intention. Then the results were also found that social media marketing had a significant effect on purchase intention which was mediated by brand image. Meanwhile, e-WOM does not have a significant effect on purchase intention which is mediated by brand image. In conclusion, perceived quality, e-WOM, social media marketing, brand awareness play an important role in forming consumer purchase intentions for local skincare products as well as social media marketing mediated by brand image so that it is hoped that they can implement better strategies in these aspects.