<![CDATA[Purpose – This study aims to examine the effect of electronic word-of-mouth (e-WOM), brand attitude, and brand image on purchase intention of Skintific skincare products among consumers in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among e-WOM, brand attitude, brand image, and purchase intention. The sample consisted of 183 respondents selected using Cochran’s formula. Data were collected using a Likert-scale questionnaire, which was tested for validity and reliability. Data analysis involved classical assumption tests (normality, linearity, multicollinearity, and heteroscedasticity), followed by multiple linear regression analysis. Hypothesis testing was conducted using F-test, t-test, and coefficient of determination (R²), with all analyses performed using statistical software. Findings – The results indicate that e-WOM has a negative effect on purchase intention, while brand attitude and brand image have positive effects. However, when analyzed simultaneously, e-WOM, brand attitude, and brand image significantly influence purchase intention. These findings suggest that although online consumer reviews may not always positively drive intention, brand-related perceptions play a stronger role in shaping purchase behavior in the skincare industry. Originality/value – The originality of this research lies in its exploration of e-WOM, brand attitude, and brand image within the context of an emerging international skincare brand in Indonesia. The finding that e-WOM negatively affects purchase intention provides a unique empirical contribution that challenges common assumptions in digital consumer behavior research.]]>
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