The Influence Of Electronic Word Of Mouth (E-Wom) On Maybelline Cosmetics Purchase Intention: Mediating Effect Of Brand Image And Brand Integrity
Abstrak
In today’s dynamic digital environment, Electronic Word of Mouth (e-WOM) emerges as a powerful force that shapes
consumer decisions—particularly in the beauty and cosmetics industry where consumer trust is crucial. This study
investigates the influence of e-WOM on consumers’ purchase intention toward Maybelline cosmetics, emphasizing
the mediating roles of brand image and brand integrity. Employing a quantitative approach, data were gathered from
385 active social media users in Indonesia who use Maybelline products. The data were examined utilizing Structural
Equation Modeling-Partial Least Squares (SEM-PLS). The results show that e-WOM significantly enhances both
brand image and brand integrity, which in turn positively influence consumers’ purchase intentions. These mediating
variables play a crucial role in strengthening the connection between online consumer conversations and actual buying
behavior. The study contributes to the digital marketing literature by offering insights into how cosmetics brands can
strategically leverage e-WOM to build trust, enhance brand perception, and drive purchase decisions. Practical
implications suggest that consistent brand communication and ethical values, combined with effective digital
engagement, are key to increasing consumer loyalty and market competitiveness.
Keywords: e-WOM, Brand Image, Brand Integrity, Purchase Intention, Cosmetics.
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