THE IMPACT OF BRAND IMAGE, PRODUCT QUALITY, AND PROMOTION ON THE PURCHASE INTENTIONS OF SCARLETT WHITENING SKIN CARE PRODUCTS AS MEDIATED BY E-WOM

Abstract

This study aims to determine: (1) the direct influence of brand image towards purchase intention, (2) the direct influence of product quality towards purchase intention, (3) the direct influence of promotion towards purchase intention, (4) the influence of brand image towards purchase intention mediated by E-WOM, (5) the influence of product quality towards purchase intention mediated by E-WOM, (6) the influence of promotion towards purchase intention mediated by E-WOM . The population in this study constituted of Scarlett Whitening skin care product users, whereas the system consists of 96 Scarlett Whitening skin care product users. This research employed a combination of purposive sampling and snowball sampling for its sampling strategy. Distribution of questionnaires to 96 respondents who satisfied the criteria yielded data. E-WOM-related questionnaires on brand image, product quality, promotion, purchasing intent, and E-WOM. SmartPLS 3 was employed during the data analysis procedure. Based on the results of data analysis, the research results obtained that: (1) brand image had directly positive influence towards purchase intention, (2) product quality didn’t have directly positive influence towards purchase intention, (3) promotion had directly positive influence towards purchase intention, (4) brand image didn’t have positive influence towards purchase intention mediated by E-WOM, (5) product quality had positive influence towards purchase intention mediated by E-WOM (full mediation), (6) promotion didn’t have positive influence towards purchase intention mediated by E-WOM.