THE EFFECTS OF ELECTRONIC WORD-OF-MOUTH (E-WOM) ON PURCHASE INTENTION WITH BRAND IMAGE AS A MEDIATING VARIABLE FOR SKINCARE PRODUCTS BY OURDAYLEE

Dewi, Benitta Aryani Chandra (2024) THE EFFECTS OF ELECTRONIC WORD-OF-MOUTH (E-WOM) ON PURCHASE INTENTION WITH BRAND IMAGE AS A MEDIATING VARIABLE FOR SKINCARE PRODUCTS BY OURDAYLEE. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This study examines the impact of Electronic Word-of-Mouth (e-WOM) on purchase intentions, mediated by brand image, for Ourdaylee skincare products. Utilizing quantitative methods, data was gathered from individuals familiar with Ourdaylee through online reviews or social media. Data collection was conducted through an online questionnaire with responses measured on a Likert scale, and analyzed using SPSS 27.0. The study confirms four key hypotheses: (1) e-WOM significantly and positively influences purchase intentions, indicating that favorable online reviews boost consumer likelihood to purchase; (2) e-WOM enhances brand image, improving overall consumer perception and reputation of Ourdaylee; (3) a strong brand image directly increases purchase intentions; and (4) the effect of e- WOM on purchase intentions is mediated by brand image, with positive e-WOM bolstering brand image and, subsequently, purchase intentions. The findings suggest that brands should leverage positive e-WOM and enhance brand image to boost purchase intentions. Future research should explore additional consumer satisfaction factors and include more diverse samples for broader insights.

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