Do We Need Social eWOM to Bring Up Brand Attitude and Purchase Intention?
DOI:
https://doi.org/10.37385/msej.v5i2.4816Keywords:
Electronic Word Of Mouth (eWOM), Brand Attitude, Purchase IntentionAbstract
This study aims to analyze the positive impact of electronic Word of Mouth (eWOM) on brand attitude and purchase intention of Luxcrime cosmetic products on the Shopee e-commerce platform in Surakarta. It is targeted towards students and university students in Surakarta who are interested in cosmetic products and are engaged in purchasing and eWOM activities through e-commerce platforms. This research employs a non-probability method (purposive sampling), and data collection is conducted using a survey method. The structural equation model is utilized to examine the study data and hypotheses. The study reveals that eWOM significantly influences brand attitude but not purchase intention, and that brand attitude strongly affects purchase intention. The study suggests that e-commerce platforms should establish brand communities and utilize social media marketing to enhance brand awareness and engagement. Additionally, it recommends future research to incorporate the impact of promotions on purchase intention.
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