Analysis of the Influence of Electronic Word of Mouth on Brand Image and Purchase Intention in Local Skincare Brands

Due to growing awareness of the value of skincare and maintaining a healthy appearance, the skincare market in Indonesia has grown rapidly in recent years. Digital technology advancements have also changed the skincare marketing scene, with social media and online review sites emerging as crucial resources for customers to use when making judgments about what to buy. Electronic Word of Mouth (eWOM) has emerged as one of the most important factors in this environment. The purpose of this study is to look at how eWOM affects brand image and purchase intention in Indonesian skincare businesses. A survey of 150 people who use skincare products from the area was used to gather data, and the Partial Least Square (PLS) method was used for analysis. The findings show that brand image, which in turn influences consumer purchase intention, is significantly impacted by eWOM. These results significantly advance our knowledge of customer behavior in the regional skincare sector and give businesses useful information for creating more successful marketing campaigns by maximizing eWOM.