Assessing the Effect of Electronic Word of Mouth (eWoM) on Online Buying Decisions of the Cosmetic Product

Every year, the Indonesian beauty industry becomes larger. One of the cosmetic firms that uses social media to interact with customers is Avoskin. They achieve this by utilizing online product reviews on the Female Daily platform, commonly referred to as electronic word of mouth. This study examines the impact of the Female Daily electronic word-of-mouth platform on the purchasing choice of Avoskin Perfect Hydrating Treatment Essence. It specifically focuses on analyzing the aspects of intensity, opinion value, and substance of word-of-mouth. 112 participants in the study completed questionnaires as part of the data-collecting process, and the SmartPLS application version 4.0 was utilized for data analysis. The results revealed that the content dimension had a good effect on purchasing decisions, while the value of the opinion dimension did not have a significant beneficial impact. Additionally, the intensity dimension of electronic word-of-mouth had a partially positive effect on purchases. Simultaneously, the electronic word-of-mouth characteristics of the platform, including its intensity, opinion expression, and Female Daily content, have a substantial impact on the purchasing decision-making variables. Ideal Hydrating Treatment Essence by Avoskin.