THE EFFECTS OF BRAND IMAGE, PRODUCT QUALITY, AND PROMOTION ON PURCHASE INTENTION OF SCARLETT WHITENING SKIN CARE PRODUCTS MEDIATED BY ELECTRONIC WORD OF MOUTH (E-WOM)

Abstract

This study aims to determine: (1) the direct influence of brand image on purchase intention, (2)
the direct influence of product quality on purchase intention, (3) the direct influence of promotion
towards purchase intention, (4) the influence of brand image towards purchase intention mediated by
E-WOM, (5) the influence of product quality towards purchase intention mediated by E-WOM, (6) the
influence of promotion towards purchase intention mediated by E-WOM. The population in this study
were all consumers of Scarlett Whitening skin care products, while the sample in this study was 96
consumers of Scarlett Whitening skin care products. This research's sampling technique used a
combination of purposive and snowball sampling. Data was obtained by distributing questionnaires to
96 respondents who fit the criteria related to brand image, product quality, promotion, purchase
intention, and E-WOM. The data analysis process used the SmartPLS 3 software. Based on the results
of data analysis, the research results obtained that: (1) brand image had a direct positive influence on
purchase intention, (2) product quality did not have a direct positive influence on purchase intention,
(3) promotion had directly positive influence towards purchase intention, (4) brand image did not have
a positive influence towards purchase intention mediated by E-WOM, (5) product quality had positive
influence towards purchase intention mediated by E-WOM (full mediation), (6) promotion did not have
a positive influence towards purchase intention mediated by E-WOM