Research Article
Creating Purchase Intention Throughs Positive Electronic Wom, Brand Attitude, Satisfaction, and Brand Awareness. Case of Wardah Exclusive Lip Cream on Instagram
@INPROCEEDINGS{10.4108/eai.6-12-2018.2286282, author={Vita Briliana and Nathasya Esterita Juli Silaen}, title={Creating Purchase Intention Throughs Positive Electronic Wom, Brand Attitude, Satisfaction, and Brand Awareness. Case of Wardah Exclusive Lip Cream on Instagram}, proceedings={Proceedings of the 1st Sampoerna University-AFBE International Conference, SU-AFBE 2018, 6-7 December 2018, Jakarta Indonesia}, publisher={EAI}, proceedings_a={SU-AFBE}, year={2019}, month={8}, keywords={brand attitude; brand awareness; wardah}, doi={10.4108/eai.6-12-2018.2286282} }- Vita Briliana
Nathasya Esterita Juli Silaen
Year: 2019
Creating Purchase Intention Throughs Positive Electronic Wom, Brand Attitude, Satisfaction, and Brand Awareness. Case of Wardah Exclusive Lip Cream on Instagram
SU-AFBE
EAI
DOI: 10.4108/eai.6-12-2018.2286282
Abstract
This study was designed to determine the impact of positive E-WOM, brand attitude, satisfaction, and brand awareness towards purchase intention of Wardah Exclusive Lip Cream. Purposive sampling is used by comprising questionnaire of 124 respondents that are @wardahbeauty Instagram’s followers. Data analyzed using Structural Equation Modeling (SEM) using SmartPLS 3.0. The impact of Positive E-WOM to Brand Attitude, Satisfaction, and Brand Awareness is significant, positive and supported. Positive E-WOM, Brand Attitude, Satisfaction, and Brand Awareness to Purchase Intention has significant, positive and supported impact. Brand Awareness has no significant impacts, positive impact but not supported to Satisfaction.
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