Creating Purchase Intention Throughs Positive Electronic Wom, Brand Attitude, Satisfaction, and Brand Awareness. Case of Wardah Exclusive Lip Cream on Instagram

Vita Briliana; Nathasya Juli Silaen

Proceedings of the 1st Sampoerna University-AFBE International Conference, SU-AFBE 2018, 6-7 December 2018, Jakarta Indonesia

Research Article

Creating Purchase Intention Throughs Positive Electronic Wom, Brand Attitude, Satisfaction, and Brand Awareness. Case of Wardah Exclusive Lip Cream on Instagram

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Cite: BibTeX Plain Text

@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

Vita Briliana¹^,*, Nathasya Esterita Juli Silaen¹

1: Trisakti School of Management, Jakarta, Indonesia

*Contact email: vita@stietrisakti.ac.id

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.

Keywords: brand attitude; brand awareness; wardah

Published: 2019-08-01
Publisher: EAI

: http://dx.doi.org/10.4108/eai.6-12-2018.2286282