The Role of Brand Image in Mediating The Effect of Electronic Word of Mouth (e-WoM) on Purchase Intention
A Study on La Roche-Posay Skincare Products
DOI:
https://doi.org/10.55606/ijemr.v5i2.832Keywords:
Brand Image, Consumer Behavior, e-WoM, Purchase Intention, Theory Planned BehaviorAbstract
The rapid advancement of digital technology has significantly increased the role of electronic word of mouth (e-WoM) as a source of information in consumer decision-making, particularly for dermatological skincare products that possess relatively high value. La Roche-Posay, as one of the global dermatological skincare brands expanding in Indonesia, faces challenges in building a positive brand image to enhance consumers’ purchase intention. This study aims to analyze the role of brand image in mediating the effect of electronic word of mouth (e-WoM) on purchase intention among prospective consumers of La Roche-Posay products in Denpasar City. This research employs a quantitative approach with an associative design. Data were collected through the distribution of online questionnaires to 110 female respondents residing in Denpasar City who met the criteria as prospective consumers of La Roche-Posay products. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that electronic word of mouth (e-WoM) has a positive and significant effect on purchase intention; e-WoM also has a positive and significant effect on brand image; brand image has a positive and significant effect on purchase intention; and brand image significantly mediates the effect of e-WoM on purchase intention. These findings are consistent with consumer behavior theory, which explains that external information influences consumer decision-making processes, as well as the Theory of Planned Behavior, which positions brand image as part of attitude formation that influences behavioral intention.
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