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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Gunawan, Yesha
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Economics, Econometrics & Finance

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PENGARUH BRAND IMAGE DAN E-WOM TERHADAP MINAT BELI SKINCARE SOMETHINC PADA SHOPEE Tarigan, Arihta; Gunawan, Yesha
Journal of Management Small and Medium Enterprises (SMEs) Vol 17 No 2 (2024): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v17i2.17244

Abstract

Information technology's advancement has significantly impacted how people communicate, do business, and shop. A platform called Shopee is available to assist consumers with their online transactions. The category with the highest sales on Shopee is beauty and skincare which makes the trend in beauty products. A local brand called Somethinc is active on Shopee and uses positive Brand Image and Electronic Word of Mouth (eWOM) to leverage this trend as a marketing tactic. This study aimed to determine the relationship between Brand Image, Product Rating, Product Review, and Purchase Intention. This research uses a quantitative method with a Google Forms questionnaire distributed through social media. This study used SPSS 26 to process data from 130 respondents who satisfied requirements such as age and Jabodetabek residence. The results of this study indicate that Brand Image, Product Rating, and Product Review have a significant impact on Purchase Intention. Keywords: Brand Image; Electronic Word of Mouth; Product Rating; Purchase Intention
Co-Authors Tarigan, Arihta