The Effect of E-wom on Purchase Intention Mediated by Information Usefulness and Information Adoption (A Study on Skintific Products)

Teguh Widodo (Telkom University)
Andi Hadinda Marchelina Putri Salamah (Telkom University)

Quantitative Economics and Management Studies
Vol. 4 No. 4 (2023)

The growing public use of social media presents businesses with marketing opportunities. Businesses can use social media activities or e-WOM, as it is more commonly known to increase their promotional network. This study aimed to determine the effect of Electronic Word of Mouth (e-WOM) on purchase intention for Skintific products. This study employed the information adoption model, which was widely used in earlier e-WOM studies, to analyze the effect of e-WOM. The research method used in this study is quantitative. The population in this study comprised Skintific product customers or people who knew the Skintific brand. We asked 202 people to fill out a survey on Google Forms that followed specific rules. We used a tool called Smart PLS to analyze the data, called PLS-SEM. We discovered that when people learn about something, they are more likely to want to buy it.