Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

The Relations of Electronic Word-of-Mouth,

Brand Image, Brand Awareness and Purchase
Intention: On Skincare Brand
Dinda Frizka Novia1, Farrah Ardine Actynophylla2, Mirandasari3, Peri Akbar Manaf4
Business Management Program, Management Department, BINUS Business
School Master Program, Bina Nusantara University, Jakarta, Indonesia, 11480
Abstract:- This study analyzes the relations of electronic Eighty-four percent of buyers are inclined to do their
word-of-mouth, brand image, brand awareness, and research on the internet before making a payment. People
purchase intention on skincare brand. Word-of-mouth, nowadays share the tendency to put everyday things online,
or customer’s honest testimonial, is known to be more including their personal experience with products that they
reliable in informing customer’s attitudes and have bought or used (Kazmi & Mehmood, 2016). Word-of-
behavioral intentions as it is perceived to be of great mouth, or customer’s honest testimonial, is known to be
credibility and trustworthiness. On account of the more reliable in informing customers’ attitudes and
advancement of technology, social networking sites behavioral intentions as it is perceived to be of great
(SNS) also play a substantial role in facilitating credibility and trustworthiness (Jalilvand, 2013).Moreover,
electronic word-of-mouth activity among cosmetic according to Mohanapriya, Padmavathi, & Prasathkumar
customers. This study intends to look into the effect of E- (2019), due to globalization and advancement in technology,
WOM on brand image and brand awareness on there has been a substantial change in people’s mindsets and
purchase intentions in skincare products specifically in an increase in the level of literacy in urban cities as well as
Indonesia. The results of calculations show that all in the even in the rural ones, that induces more exposure on
variables, i.e., E-WOM, Brand Image, Brand Awareness, the awareness of beauty and skincare. In terms of skincare,
Purchase Intention, have a positive effect. In the context in a study conducted by Rodan, Fields, Majewski, & Falla
of skincare, E-WOM is indeed one of the means to be (2016), customers of all ages keep searching for the best-
particularly incorporated in purchasing decisions. suited skincare products for them to attain perfect skin.
Every store at which customers opt for, whether it is an
Keywords:- Brand Awareness, Brand Image, E-WOM, offline or online one, tends to have a certain kind of
Purchase Intention, Skincare. practical impediments that get in the way of their product
analysis. Consequently, they rely on recommendations from
I. INTRODUCTION the people around them, e.g., their friends, and strangers
The advancement of technology, the economy, whose remarks they trust, e.g., their favorite bloggers, to
science, and education in this era of globalization has prevent buyers’ remorse.
brought about a new level of society’s living standard. It has According to Mohanapriya et al. (2019), the skincare
come to a point where, to attain a real-time relevance among industry is having an obvious shift of customers from the
society, the latest social media data or information older generation to the millennial one that is very
circulating in it is required. It entails a wide variety of data enthusiastic about social acceptance of grooming as an
mining techniques to extract and subsequently analyze user- important part of their lives. This phenomenon results in
generated content. The collected data will then contribute to what BIZTEKA found in observation in 2015, wherein the
the marketing domain. It is worth noting that the data Indonesian cosmetics market sectors grew by around 8.3%
findings from social media generally take form as written with a value reaching Rp. 13.9 trillion, an increase
contents, e.g., status updates, comments in reviews or social compared to 2014, in which it amounted to Rp. 12.8 trillion.
groups, or conversations with other users. Nonetheless, they Even during the 2010-2015 period, the national cosmetic
also derive from likes or dislikes, shares, tags, hashtags, industry market increased by an average of 9.67% per year.
emoticons, video messages, personal information, and rating The massive potential of the market has urged the
scores (Romão, Moro, Rita, & Ramos, 2019).On account of government to keep this industry sustainable. One of the
the advancement of technology, social networking sites means is through the modernization of the cosmetic industry
(SNS) also play a substantial role in facilitating electronic machinery that began in 2016 (Citra Cendekia Indonesia,
word-of-mouth activity among cosmetic customers. There 2015). Meanwhile, in 2017, the national cosmetics industry
are millions of people on social networking sites. That is, recorded an increase of 20% or four times the national
Twitter has 319 million;Instagram 600 million; Line 217 economic growth in 2017. This increase in growth was
million, and; WeChat 846 million monthly active users. driven by massive demand from the domestic market and
These massive populations of SNS allow people to trade the export sector, going hand-in-hand with the trend to pay
product-related opinions and experiences with others of the attention to body care products. This is also supported by a
same interests, and even brand managers (Bilgin, 2018). statement from the Minister of Industry noting that,
currently, cosmetic products have become primary needs
(Perindustrian, Kementrian, 2019)

IJISRT22OCT870 www.ijisrt.com 650

Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Many studies have shed light on the relationships particularly highlighted because unendorsed users of social
among the three variables, E-WOM, Brand Image, and media tend to upload, repost, and give honest, sugar-coated
Purchase Intention. However, there has not been a study that reviews of products or services that they have consumed
contains all the four variables simultaneously, i.e., E-WOM, (Yunus, Ariff, Mohd Som, Zakuan, & Sulaiman, 2016).
Brand Image, Purchase Intention, and Brand Awareness. Therefore, electronic word-of-mouth tends to be more
Furthermore, studies of E-WOM that scrutinize the impact reliable and trustworthy since it is an unbiased assessment of
of E-WOM on purchase intentions in skincare products in an overall experience gainedby using a specific product.
Indonesia, especially in the cosmetic industry, are still Typically, it can be found in unsponsored pages across the
lacking. As for E-WOM and purchase intention, there is a internet, e.g., discussion forums, boycott websites, and
study by Alrwashdeh, Emeagwali, & Aljuhmani (2019), that newsgroups.
claims that E-WOM has a positive and significant effect on
purchase intentions as well as for the brand’s image. B. Brand Image
According to the World Intellectual Property Report (2013), According to Wijaya (2013), brand image is a setup that
purchase intention could affect customers’ purchase is created out of all the expectations and information about
intention through the image of a brand. Bilgin (2018) argues the product or services; an important determinant towards
that social media marketing (E-WOM) requires a purchase intention. The brand image of the product or
particularly low cost to inform customers and raise brand services will affect customers’ purchase intention by
awareness about the products and the brands (brand image) accommodating the ideas and the information that a
by appearing on social media platforms and reaching customer has experienced about the differences and features
millions of users. STherefore, E-WOM is a particular of the products of the brand (Lee & Lee, 2011). Brand
variable that is to be examined in terms of its effect on brand image can tease out significant success to a company if
image and purchase intentions. Moreover, this study also customers are willing to buy products or services at a higher
intends to look into the effect of brand image and brand price (Kazmi & Mehmood, 2016). It is also through a brand
awareness on purchase intentions in skincare products image that the information about customer belief in products
specifically in Indonesia. Provided that the cosmetics and non-product characteristics is obtained. It is arguably a
industry market increases significantly every year, and 84% personal symbol associating the customer with the label,
of buyers are doing research on the internet before making a which is related to brand information and evaluation. (Lee &
buying decision (Kazmi & Mehmood, 2016), remarks on Lee, 2011)
skincare on the internet, both reviews and persuasive
recommendations, may contribute to the comprehension of C. Brand Awareness
E-WOM’s effect on purchase intention. With that being The power of brand presence in customers’ decision-
said, by introducing a model to better understand the effect making processes refers to the importance of brand
of E-WOM on brand image and purchase intentions, as well awareness on the customer’s side, wherein it defines the
as the effect of brand image and brand awareness on extent to which customer is able to recognize a brand as a
purchase intention in skincare products in Indonesia, this significant part of the category of a product. Personal views
study is expected to be able to aid marketers in making of the brand and consciousness play a role in the
leveraging strategies to improve the atmosphere of the organization's intended impression of the brand. Moreover,
skincare industry in Indonesia. customers’ awareness of a brand has also played a crucial
role in the development of the process (Pantea,2019). A
II. LITERATURE REVIEW higher degree of awareness can improve customers’
possibility to purchase a product or service. Consequently,
A. Electronic Word-of-Mouth when utilized properly, it can provide the company with a
E-WOM, also known as electronic word of mouth, is long-standing sustainable competitive advantage (Pantea,
internet-based remarks and encouragement that reviews the 2019).Social marketers highlight how raising awareness
overall experience of consuming products or services that among the public can affect attitudes, associations, and
usually circulates among customers. Positive or negative beliefs toward a particular organization or brand. According
opinions, as well as, recommendations, can get any feedback to Tariq, Abbas, Abrar, & Iqbal (2017), brand awareness is
from both customers and companies. The personal the customer’s ability to recognize and recall the brand in
assessments often cover the use and specialty of both different situations, and it is made up of brand familiarity
products and sellers (Dwidienawati, Tjahjana, Abdinagoro, and brand recognisability. Brand awareness is at the lowest
Gandasari, & Munawaroh, 2020).An E-WOM is not merely end of brand knowledge wherein the parameter starts from
information, as it deals with personal experience and the simple brand recognitionand ends in the cognitive-
subjective assessments. Compared to its verbal counterpart, thinking-based approach which is based on detailed
written communication is thought to be more logical given information about the brand. Brand awareness is also the
that the process entails shared rules that adjust one’s fundamental and foremost limitation in any brand-related
personal experiences embodied in a systematic, linear search. In decision-making processes, brand awareness
process. Subsequently, E-WOM can improve the affects customers’ consideration when they are to buy
atmosphere of the customers’ collective criticality against a something from the brand (Shahid, Hussain, Park, Bagh, &
product. In other words, E-WOM in social media provides Scheme, 2017).
rather critical information that users tend to need when it
comes to the value of a product through the testimonial of
others (Choi, Scott, Denver, & Scott, 2013).E-WOM is to be

IJISRT22OCT870 www.ijisrt.com 651

Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
D. Purchase Intention in the North Sirpus Country found that E-WOM had a
Purchase intention refers to the desire of a customer to positive and significant effect on purchase intentions
buy products from a certain brand. As a party that demands (Alrwashdeh et al., 2019). Furthermore, Ahmad, Obeidat, &
any service or commodity, customers play a vital role in the Abuhashesh (2020) found how the E-WOM marketing
economic system as they pay money and subsequently set method was influential on airline e-ticket purchasing
trends of the goods or services produced. If customers’ intentions. The revolutionary invention in marketing has led
demand is not known, producers will lose the sense of to the intensified use of collaboration between brands and
motivation to produce, and it will significantly affect the social media influencers to generate effective
economic system (Shahid et al., 2017). Therefore, increased communication networks (Alrwashdeh, et al., 2019).
awareness in customers can tease out a particular degree of Dependently, buyers’ purchase intentions and subsequent
economic growth,starting from the creation of purchase decisions are formed. In order to survive and adapt,
intention which then prolongs the company’s productivity marketers are suggested to pay attention to the potential of
competitiveness. Purchase intention can be considered as these methods, as they can influence the shape of these
one of the main components of customers’ cognitive computing tools. Therefore, this phenomenon teases out a
behavior that can accommodate the pattern by which an hypothesis as below:
individual decidesto buy a certain brand or a specific
product (Hosein, 2016). H2: E-WOM has a positive effect on Purchase Intention in
the Skincare Industry
III. HYPOTHESIS DEVELOPMENT
When customers are to buy products and services,
E-WOM has become a permanent element of the brand image can contribute to the success of the company. It
online marketing strategy by making a major contribution to is the value and adequacy of the products that stimulate
brand image and online customers’ purchasing decisions. It customers’ interest to buy certain brands. In other words,
entails outstanding customers’ satisfaction to secure their purchase intentions and decisions occur after an in-depth
positive reviews, both for goods or service products. As for evaluation, creating positive feelings about the reputation of
service companies that are committed to providing a specific the brand, and increasing their purchase intention (Priyanthi
sensation of experience, it is important that they must make & Kerti, 2020)Therefore, according to previous research
sure of every organizational worker’s awareness of the (Wijaya, 2013), brand image has a positive and significant
importance of delivering consistent, predictable, and high- effect on purchase intention, is one of the most important
quality performance to their customers. Besides indicating factors to determine the quality of goods or services to
business integrity, excellent service can also stimulate create customer purchase intention, and occupies substantial
positive statements from prospective, actual, or former space in supporting the quality of goods and services.
customers about a product or company, which will then be Wijaya also found that customers can assess the quality of
available to many people and institutions across the Internet goods by weighing the image of the brand. Furthermore, a
(Jalilvand, 2013). study conducted by students in Samarahan City, Malaysia
found that brand image had a positive and significant effect
Previous research on smartphone brands in the North on smartphone purchase intentions (Shahrinaz, Kasuma, &
Sirpus Country found that E-WOM had a positive and Yacob, 2016).
significant effect on purchase intentions (Alrwashdeh et al.,
2019), and also that on airline e-tickets (Ahmad, Obeidat, & H3: Brand Image has a positive effect on Purchase Intention
Abuhashesh, 2020). In addition, based on (Alrwashdeh et in the Skincare Industry.
al., 2019), the internet has stressed the use of E-WOM in
giving recommendations by incorporating affiliations with An advertisement stimulates customers’ consideration
reviewers who have hador are paid to have, experience with and awareness of the brand. Hence, should they come across
the brands. Such endorsement can be used as a strategic the brand, they can easily internalize the value of the brand
communication network since customers’ opinions and and its products. Customers then choose those brands and
reviews influence other customers’ purchasing decisions. have a purchase intention. In other words, brand awareness
Therefore, it is suggestive that marketers strive to pay helps them recognize the brand in the product category, and
attention to the potential of these methods as they can it influences their decision-making process (Tariq et al.,
influence the shape of these computing tools. 2017). Previous research from Wijaya (2013) found that
brand awareness is the variable that has the most influence
H1: E-WOM has a positive effect on Brand Image in The on customer purchase intention of Apple smartphones. That
Skincare Industry is, brand awareness can create perceptions of the quality of
the good and service, leading to customer intentions.
Online platforms, especially social media, are Another study also found there is a significant relationship
increasingly being recognized for the many ways they between electronic word-of-mouth and brand awareness
influence the use of products and services. As of now, E- (Sharifpour, Khan, Alizadeh, Rahim, & Mahmodi, 2016),
WOM messages will be a substantial reference for and according to a study on Taiwan cellular phone
customers to establish their purchasing decision-making companies, brand awareness has a positive impact on
process. This claim is founded upon the finding of E-WOM purchase intentions (Chi, Yeh, & Yang, 2009).
experimental studies on customers' use of online
recommendation sources to influence product choice H4: Brand Awareness has a positive effect on Purchase
(Jalilvand, 2013). Previous research on smartphone brands Intention in the Skincare Industry.

IJISRT22OCT870 www.ijisrt.com 652

Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
IV. THEORETICAL FRAMEWORK D. Measurements
This study contains 4 variables, Electronic Word of
Mouth (E-WOM), Brand Image, Brand Awareness, and
Purchase Intention. To make sure of the validity of the
content, this study uses the measurement from previous
studies for each variable. Particular attention is paid to local
skincare products. There are six items to measure the
electronic word-of-mouth variable (Jalilvand, 2013); five for
the brand image variable (Batra & Alden, 2000; Jalilvand,
2013); five for the brand awareness variable (Oh, 2000),
and; five for the variable of purchase intention (Roudposhti
et al., 2018). Likert scales (1~5), ranging from “1 = strongly
disagree” to “5 = strongly agree”, is used to feasibly
conclude the answer of the questions (Zeng, 2008).

E. Questionnaire Design
a) Electronic Word of Mouth
 I often read other customers’ online local skincare
Fig. 1: The Research Framework product reviews to help choose the right
product/brand
Source: Author  I often read other customers’ online product
reviews to make sure I buy the right local skincare
The quantitative research method is utilized to test product/brand
theproposed theories and assumptions about the relations of  I often consult other customers’ online product
E-WOM with brand image, brand awareness, and purchase reviews to help choose the right local skincare
intention. The form of this method is numerical, and it is product/brand
collected so that it can be quantified and analyzed using  I frequently gather information from online
statistical methods in order to espouse alternative knowledge customers’ product reviews before I buy a certain
claims (Apuke, 2017). local skincare product/brand
A. Research Population  If I don’t read customers’ online product reviews
The research population of this study is the Indonesian when I buy a local skincare product, I worry about
community who uses the internet daily and is active on my decision
social media. The evaluation of the said community  When I buy a local skincare product/brand,
emphasizes one of the four variables, i.e., E-WOM. customers’ online product reviews make me
confident in purchasing the product/brand
B. Sampling Technique
This study uses non-probability purposive sampling b) Brand Awareness
because the participants are selected through researchers’  Local skincare products are very familiar to me
subjectivity. Respondents are not selected randomly but  Local skincare products are very well known
rather selected by using the assessment of the interviewers.  Local skincare products are very visible
As a result, there are unknown possible inclusions for each  I have heard a lot about local skincare products
sample unit selected (Ayhan, 2011).  Local skincare products are very famous

C. Data Collection c) Brand Image

The data is collected through an online questionnaire  Local skincare products have a very good
focusing on the Indonesian community. Specifically, it uses reputation
the sample size that, Hair et al. (2011); Peng & Lai (2012)  Local skincare products make me look good in
claim to be the minimum sample size estimation method front of my friends
most widely used in PLS-SEM, i.e., the '10 times rule'  Local skincare products/brand has higher quality
method. The most commonly seen among the variations of compared to other products/brands
this method is based on the rule that the sample size must be  Local skincare products have a rich history
greater than 10 times the maximum number of inner or outer  I can reliably predict how a certain product/brand
model links pointing to any latent variable in the model will perform
(Goodhue et al., 2012). This study makes use of 21
questionnaire items. Using the 10-times-rule method, it is d) Purchase Intention
important to collect at least 210 respondents who live in  I would buy local skincare products as
areas that are the target of skincare distribution most recommended, given the opportunity
prominent on social media’s demography. Demographic  I predict that I will buy local skincare products for
variables in the questions include age, gender, profit, my future shopping
average online time on social media, and skincare purchases  I would like to buy local skincare products the next
per three months. time I go shopping

IJISRT22OCT870 www.ijisrt.com 653

Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 If I find local skincare products the next time I go V. RESULTS AND DISCUSSION
shopping, I will buy them
 I will make a special effort to buy local skincare We use an SEM approach to be able to analyze this
products model. The Smart-PLS 3.0 application is used to assist
model calculations. For acceptable construct validity, it is
proposed that each item should have a minimum factor
loading of 0.6 for the hypothesized construct (Cheon &
John, 2004). Out of 21 questionnaire items, there are 2 that
did not meet the expected factor loading figures so they had
to be eliminated from the calculation.

ba bi ewom pi
BA1 0,807
BA2 0,785
BA3 0,679
BA4 0,770
BA5 0,757
BI1 0,695
BI2 0,661
BI3 0,757
BI4 0,816
BI5 0,826
EWOM1 0,719
EWOM2 0,622
EWOM3 0,596
EWOM4 0,690
EWOM5 0,453
EWOM6 0,742
PI1 0,622
PI2 0,860
PI3 0,881
PI4 0,855
PI5 0,779
Table 1: OuterLoading

AVE values of 0.50 and higher indicate a sufficient highest square correlation of the latent constructs with the
degree of convergent validity, which means that the latent other latent constructs. The second criteria of discriminant
variable explains more than half the variance of the validity is usually a little more liberal: the loading of the
indicator. For the assessment of discriminant validity, two indicator with the associated latent construct must be higher
measures have been proposed - Fornell-Larcker criteria and than the load with all the remaining constructs, i.e., the
cross-loadings. The Fornell-Larcker criterion (Fornell and cross-loadings (Hair, Ringle, & Sarstedt, 2011). All
Larcker 1981a) postulates that latent constructs share more questionnaire items (after deducting invalid items) have met
variance with the set indicator compared to other latent the reliability test requirements and can proceed to the
variables in the structural model. In statistical terms, the calculation of the hypothesis.
AVE of each latent construct must be greater than the

IJISRT22OCT870 www.ijisrt.com 654

Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Cronbach's Alpha rho_A Composite Reliability Average Variance Extracted (AVE)
ba 0,819 0,833 0,873 0,579
bi 0,808 0,821 0,667 0,568
ewom 0,759 0,797 0,839 0,567
pi 0,861 0,877 0,901 0,649
Table 2: AVE

ba bi ewom pi
ba 0,761
bi 0,525 0,754
ewom 0,337 0,351 0,753
pi 0,484 0,620 0,398 0,805
Table 3: Fornell-Lacker

ba bi ewom pi
BA1 0,807 0,380 0,237 0,442
BA2 0,785 0,441 0,184 0,361
BA3 0,679 0,399 0,310 0,262
BA4 0,770 0,378 0,358 0,398
BA5 0,757 0,420 0,209 0,339
BI1 0,569 0,702 0,280 0,502
BI2 0,210 0,658 0,183 0,395
BI3 0,346 0,755 0,160 0,395
BI4 0,406 0,815 0,327 0,476
BI5 0,396 0,824 0,324 0,534
EWOM1 0,266 0,278 0,786 0,328
EWOM2 0,265 0,151 0,672 0,179
EWOM4 0,253 0,189 0,757 0,223
EWOM6 0,250 0,356 0,791 0,386
PI1 0,322 0,330 0,321 0,626
PI2 0,452 0,473 0,376 0,862
PI3 0,425 0,509 0,354 0,882
PI4 0,394 0,547 0,248 0,854
PI5 0,350 0,612 0,315 0,776
Table 4: Cross Loadings

In the calculation of the hypothesis, it is found that the E-WOM on brand image is 0.351. It is also found that the
value of the influence of brand awareness on brand image is value of the effect of E-WOM on purchase intention is 0.174.
0.182. Meanwhile, the effect value of brand image on With that being said, it can be stated that all the proposed
purchase intention is 0.483, and the value of the influence of hypotheses are accepted.

IJISRT22OCT870 www.ijisrt.com 655

Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Original Sample Mean Standard Deviation T Statistics
Sample (O) (M) (STDEV) (|O/STDEV|) P Values Hypothesis
ba -> pi 0,182 0,188 0,071 2,533 0,005 Supported
bi -> pi 0,463 0,463 0,059 7,818 0,000 Supported
ewom -> bi 0,351 0,357 0,059 5,945 0,007 Supported
ewom -> pi 0,174 0,176 0,071 2,449 0,007 Supported
Table 5: Path Coefficients

VI. CONCLUSION [8.] Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The
Impact of Brand Awareness on Consumer Purchase
With the results of calculations showing that all Intention : The Mediating Effect of Perceived Quality
variables, i.e., E-WOM, Brand Image, Brand Awareness, and Brand Loyalty. 4(1), 135–144.
Purchase Intention, have a positive effect, it can be [9.] Choi, J. H., Scott, J. E., Denver, C., & Scott, J. E.
concluded that this study has a similarity/relationship with (2013). Electronic Word of Mouth and Knowledge
previous studies that examined the same variables, wherein Sharing on Social Network Sites : A Social Capital
hypotheses from previous studies that are similar to this Perspective. 8(1), 69–82.
study’s are also accepted. Moreover, we also suspect that, in https://doi.org/10.4067/S0718-18762013000100006
the context of skincare, E-WOM is indeed one of the means [10.] Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B.,
to be particularly incorporated in purchasing decisions. Gandasari, D., & Munawaroh. (2020). Customer
There are risks in using skincare, therefore, drawing on review or influencer endorsement: which one
other people's opinions/reviews about a skincare product is influences purchase intention more? Heliyon, 6(11),
relatively central in terms of buying skincare products. In e05543.
addition, likewise, other industries, customer awareness of https://doi.org/10.1016/j.heliyon.2020.e05543
the existence of the brand (brand awareness) and a good [11.] Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011).
brand image can certainly support the intention to buy PLS-SEM: Indeed a silver bullet. Journal of
products from certain brands. Marketing Theory and Practice, 19(2), 139–152.
https://doi.org/10.2753/MTP1069-6679190202
REFERENCES [12.] Hosein, N. (2016). Measuring the Purchase Intention
[1.] Ahmad, K. M. K., Obeidat, Z., & Abuhashesh, M. Y. of Visitors to the Auto Show Measuring the Purchase
(2020). E-WOM and airline e-ticket purchasing Intention of Visitors to the Auto Show. (May 2012).
intention : Mediating effect of online passenger trust. [13.] Jalilvand, M. R. (2013). The effect of electronic word
(May). https://doi.org/10.5267/j.msl.2020.4.037 of mouth on brand image and purchase Marketing
[2.] Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Intelligence & Planning Emerald Article : The Effect
Y. (2019). The effect of electronic word of mouth of Electronic Word of Mouth on Brand Image and
communication on purchase intention and brand Purchase Intention. (June 2012).
image: An applicant smartphone brands in North https://doi.org/10.1108/02634501211231946
Cyprus. Management Science Letters, 9, 505–518. [14.] Kazmi, A., & Mehmood, Q. S. (2016). The effect of
https://doi.org/10.5267/j.msl.2019.1.011 electronic word of mouth communication and brand
[3.] Apuke, O. D. (2017). Quantitative Research image on purchase intention: A case of consumer
Methods : A Synopsis Approach. Kuwait Chapter of electronics in Haripur, Pakistan. 6, 499–508.
Arabian Journal of Business and Management https://doi.org/10.5267/j.msl.2016.5.003
Review, 6(11), 40–47. [15.] Lee, H., & Lee, C. (2011). Brand image strategy
https://doi.org/10.12816/0040336 affects brand equity after M & A. 45(7), 1091–1111.
[4.] Ayhan, O. (2011). NON-PROBABILITY https://doi.org/10.1108/03090561111137624
SAMPLING SURVEY METHODS. International [16.] Mohanapriya, A., Padmavathi, M., & Prasathkumar,
Encyclopedia of Statistical Science, (April). A. (2019). A comparative study on the impact of skin
https://doi.org/10.1007/978-3-642-04898-2 care products on the self-esteem of women users and
[5.] Batra, R., & Alden, D. L. (2000). Effects of Brand non-users in Coimbatore city. International Journal
Local and Nonlocal Origin on Consumer Attitudes in of Recent Technology and Engineering, 7(5), 421–
Developing Countries. 9(2), 83–95. 424.
[6.] Bilgin, Y. (2018). THE EFFECT OF SOCIAL [17.] Oh, H. (2000). THE EFFECT OF BRAND CLASS,
MEDIA MARKETING ACTIVITIES ON BRAND BRAND AWARENESS, AND PRICE ON
AWARENESS, BRAND IMAGE AND BRAND CUSTOMER VALUE AND BEHAVIORAL
LOYALTY. Business & Management Studies: An INTENTIONS.
International Journal, (1), 128–148. [18.] Pantea, F. (2019). Middlesex University Research
[7.] Cheon, C.-H. C., & John, H. (2004). WHY DO Repository.
PEOPLE AVOID ADVERTISING ON THE https://doi.org/10.1016/j.ijhm.2018.05.016
INTERNET?.pdf. Journal of Advertising, Vol. 33, pp.
89–97.

IJISRT22OCT870 www.ijisrt.com 656

Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
[19.] Perindustrian, Kementrian, B. (2019). P3DN
Pengaduan Masyarakat Pameran Pengumuman [31.] Zeng, Y. (2008). Young consumers’ perceptions and
Kompetensi GHS. 5255. purchase intentions towards mass-designer lines.
[20.] Perkembangan Pasar Industri Kosmetik Di Indonesia, Graduate Theses and Dissertations, 1–77. Retrieved
2010 – 2015 - Citra Cendekia Indonesia. (n.d.). from
Retrieved January 6, 2021, from https://cci- http://search.proquest.com/docview/304904756?acco
indonesia.com/perkembangan-pasar-industri- untid=51189.
kosmetik-di-indonesia-2010-2015/
[21.] Priyanthi, A. L. D., & Kerti, Y. N. N. (2020). THE
ROLE OF IMAGE BRANDS MEDIATES E-WOM
EFFECTS ON BUYING INTEREST IN TRITON
LEARNING INSTITUTIONS. 7(July), 45–53.
https://doi.org/10.18551/rjoas.2020-07.07
[22.] Rodan, K., Fields, K., Majewski, G., & Falla, T.
(2016). Skincare Bootcamp. Plastic and
Reconstructive Surgery - Global Open, 4(July),
e1152.
https://doi.org/10.1097/gox.0000000000001152
[23.] Romão, M. T., Moro, S., Rita, P., & Ramos, P.
(2019). Leveraging a luxury fashion brand through
social media. European Research on Management
and Business Economics, 25(1), 15–22.
https://doi.org/10.1016/j.iedeen.2018.10.002
[24.] Roudposhti, V. M., Nilashi, M., Mardani, A.,
Streimikiene, D., Samad, S., & Ibrahim, O. (2018). A
new model for customer purchase intention in e-
commerce recommendation agents. Journal of
International Studies, 11(4), 237–253.
https://doi.org/10.14254/2071-8330.2018/11-4/17
[25.] Shahid, Z., Hussain, T., Park, N. C., Bagh, T., &
Scheme, H. (2017). The Impact of Brand Awareness
on The consumers ’ Purchase Brand Knowledge
Brand Equity Brand Loyalty Percieved Quality Brand
Awareness Brand Image. 33, 34–38.
[26.] Shahrinaz, I., Kasuma, J., & Yacob, Y. (2016).
Relationship and impact of e ‐ WOM and brand
image towards purchase intention of smartphone ?
(November).
[27.] Sharifpour, Y., Khan, M., Alizadeh, M., Rahim, M.,
& Mahmodi, E. (2016). The influence of electronic
word-of-mouth on consumers’ purchase intentions
and brand awareness in Iranian telecommunication
industry. International Journal of Supply Chain
Management, 5(3), 133–141.
[28.] Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017).
EWOM and brand awareness impact on consumer
purchase intention: Mediating role of brand image.
[29.] Wijaya, I. M. (2013). THE INFLUENCE OF BRAND
IMAGE, BRAND PERSONALITY AND BRAND
AWARENESS ON CONSUMER PURCHASE
INTENTION OF APPLE SMARTPHONE. 1(4),
1562–1570.
[30.] Yunus, N. H., Ariff, M. S., Mohd Som, N., Zakuan,
N., & Sulaiman, Z. (2016). The mediating effect of
brand image between electronic word of mouth and
purchase intention in social media. Advanced Science
Letters, 22(10), 3176–3180.
https://doi.org/10.1166/asl.2016.7999

IJISRT22OCT870 www.ijisrt.com 657

Volume 7, Issue 10, October – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Apendix 1. Questionnaire

Scale
No Questions Strongly Strongly
Disagree Neutral Agree
Disagree Agree
I often read and consult other customers’ online product
1 1 2 3 4 5
reviews to help choose the right product/brand
I frequently gather information from online customers’
2 1 2 3 4 5
product reviews before I buy a certain product/brand
If I don’t read customers’ online product reviews when I buy
3 1 2 3 4 5
a skincare product, I worry about my decision
When I buy a product/brand, customerrs’ online product
4 1 2 3 4 5
reviews make me confident in purchasing the product/brand
Mugwort Pore Clarifying Wash Off Mask from AXIS-Y
5 seems to be of high quality after reading people’s review on 1 2 3 4 5
online sites
I think Mugwort Pore Clarifying Wash Off Mask from
6 AXIS-Y is reliable after seeing people’s review on online 1 2 3 4 5
sites
I believe Mugwort Pore Clarifying Wash Off Mask from
7 AXIS-Y is a high-performing product after seeing people’s 1 2 3 4 5
review on online sites
I like this Mugwort Pore Clarifying Wash Off Mask from
8 1 2 3 4 5
AXIS-Y
I am interested in Mugwort Pore Clarifying Wash Off Mask
9 1 2 3 4 5
from AXIS-Y
I can imagine buying Mugwort Pore Clarifying Wash Off
10 1 2 3 4 5
Mask from AXIS-Y
I would recommend Mugwort Pore Clarifying Wash Off
11 1 2 3 4 5
Mask from AXIS-Y to my friends
I would prefer Mugwort Pore Clarifying Wash Off Mask
12 1 2 3 4 5
from AXIS-Y to others in the same product category
13 Have you heard of AXIS-Y before reading an online review? 1 2 3 4 5
14 I know what this brand stands for 1 2 3 4 5
15 AXIS-Y has a very cheap/poor (good/high) image 1 2 3 4 5
AXIS-Y really makes me look good (not too good) in front
16 1 2 3 4 5
of my friends
This product/brand has higher quality compared to other
17 1 2 3 4 5
products/brand,
18 This product/brand has a rich history 1 2 3 4 5
Customers (we) can reliably predict how this product/brand
19 1 2 3 4 5
will perform
After reading online reviews/comments provided by
20 anonymous accounts on online sites, I want to purchase 1 2 3 4 5
Mugwort Pore Clarifying Wash Off Mask from AXIS-Y
I intend to seek more reviews/comments provided by
21 1 2 3 4 5
anonymous accounts on my social networking sites
I would buy this product/brand rather than any other brands
22 1 2 3 4 5
available
23 I am willing to recommend others to buy this product/brand 1 2 3 4 5
24 I intend to purchase this product/brand in the future 1 2 3 4 5

IJISRT22OCT870 www.ijisrt.com 658