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All Journal TEKMAPRO Journal of Industrial Engineering and Management Syntax Literate: Jurnal Ilmiah Indonesia Journal of Psychological Science and Profession CARADDE: Jurnal Pengabdian Kepada Masyarakat Psychocentrum Review Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Abdi Insani Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Penelitian dan Pengukuran Psikologi: JPPP Journal Of World Science Psyche 165 Journal
Nugraha, Yus
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Journal : Jurnal Ekonomi Manajemen Sistem Informasi

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The Role of Electronic Word of Mouth in the Form Of Customer Reviews on Emina Products’ Online Purchase Intention at Universitas Padjadjaran's Students Silviana, Rachmi; Sulastiana, Marina; Nugraha, Yus
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i6.5739

Abstract

During the COVID-19 pandemic, the purchase of beauty products experienced a significant increase, with Emina emerging as one of the brands with notably high sales. This study aims to examine and delineate the role of electronic word of mouth (eWOM), specifically consumer reviews, in influencing the online purchase intention of Emina make-up products among students at Universitas Padjadjaran. The research employed adapted instruments measuring perceptions of eWOM and online purchase intention. A total of 229 participants were selected through a convenience sampling method. Data collection was conducted via a self-administered online questionnaire distributed through Google Forms. The analysis involved descriptive statistics, multiple regression, and supplementary testing using the Kruskal-Wallis Test. Findings reveal that eWOM measured through its three dimensions: credibility, quality, and quantity collectively accounted for 20.6% of the variance in online purchase intention. Among these dimensions, eWOM credibility emerged as the most influential, contributing 53.3%, followed by quality at 25.5%, and quantity at 21.2%. Furthermore, the data indicated significant variation in purchase intentions among participants, suggesting that increased exposure to consumer reviews correlates with a higher likelihood of intending to purchase and proceeding with the purchase of Emina products.
Co-Authors Angelica, Arwen Anissa Lestari Kadiyono Azhar El Hami Diana Harding Ezranta, Zefanya Fasha, Adinda Fathia, Raina Gasman, Muhammad Ghassani, Fildzah Gunawan, Gianti Harumi, Kitara Jaelani, Ahmad Sandi Kadiyono, Anissa Kuds, Salsa Bilkis Larasati, Mikania Vita Lukmanul Hakim Maimunah, Faatin Marina Sulastiana Muhammad Imam, Muhammad Nurul Yanuarti Puti Zandani, Balqis Silviana, Rachmi Surwangi, Lilis Valentina Nami Cane Siburian Wipangga, Tova