Analysis of EWOM Credibility Antecedents on Twitter and Their Impact on Brand Image and Online Purchase Intention of Local Skincare Products

This study investigates the determinative aspects of online purchase intention of Twitter social media users towards local skincare products in Indonesia by researching several interconnected factors, including Homophily, Trust, Recommendation, eWOM Credibility, and Brand Image. Purposive samplings used to obtain samples from 326 respondents in DKI Jakarta using questionnaire. SEM-PLS method was utilized to analyze the data. This research aims to help local skincare companies to increase consumer trust through social media marketing by highlighting key factors that influence Online Purchase Intention for local skincare products. According to the findings of this study, Homophily, Trust, and Recommendation constitute the occurrence of eWOM Credibility on Twitter social media. Additionally, the presence of eWOM Credibility affects the product’s Brand Image, which in turn influences the consumer’s intent to purchase.