The Impact of E-WOM Credibility on Brand Image and Online Purchase Intentions in Beauty E-Commerce

Electronic Word of Mouth (E-WOM) has become a crucial driver in shaping consumer behavior, particularly in e-commerce platforms. The credibility of E-WOM, encompassing elements such as user involvement, trust, message content, and recommendations, significantly influences purchasing decisions. This study aims to investigate the effect of E-WOM credibility on brand image and its subsequent impact on online purchase intentions, specifically within the beauty products sector. A quantitative research approach was employed, utilizing a survey method to collect primary data from 280 respondents, selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS software. The results reveal that all dimensions of E-WOM credibility user involvement, trust, recommendations, and message content positively and significantly influence brand image, which in turn enhances online purchase intentions. These findings underscore the critical role of E-WOM in shaping consumer perceptions and decision-making processes. The study provides valuable insights for e-commerce platforms, suggesting that improving E-WOM credibility can effectively strengthen brand image and drive higher purchase intentions. The implications for marketers in the beauty industry are clear: optimizing E-WOM strategies is essential for enhancing digital marketing efforts and boosting consumer engagement.