PERAN CITRA MEREK DALAM MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP NIAT BELI KOSMETIK LIPTINT EMINA MAGIC POTION

Universitas Udayana

Abstrak

This study aims to explain the role of brand image in mediating the effect of e-WoM on the purchase intention of Liptint Emina Magic Potion products. The research sample consisted of 110 cosmetic users in Denpasar City who often shopped online but had never used Liptint Emina Magic Potion. Data was collected through an online survey using a questionnaire, and then analyzed using path analysis and sobel test. The results showed that e-WoM had a positive and significant effect on the brand image of the Emina Magic Potion brand of liptint cosmetic products, e-WoM had a positive and significant effect on the purchase intention of the Emina Magic Potion liptint cosmetic product, brand image had a positive and significant effect on the purchase intention of the liptint. Emina Magic Potion brand, brand image significantly mediates the effect of e-WoM on the purchase intention of Emina Magic Potion brand liptint. This means that e-WoM is able to increase consumer purchase intentions for the liptint cosmetic product of the Emina Magic Potion brand through a strong brand image in consumer minds.

Keywords: brand image, e-WoM, purchase intention