Brand Attitude and Brand Awareness as Intervening Between E-Wom and Purchase Decision on Scarlett Brand in Yogyakarta

Novianti Putri Ramadani (), Agus Dwi Cahya, Elisabeth Rotua Simamora and Budi Setiawan
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Novianti Putri Ramadani: Universitas Sarjanawiyata Tamansiswa
Agus Dwi Cahya: Universitas Sarjanawiyata Tamansiswa
Elisabeth Rotua Simamora: Universitas Semarang
Budi Setiawan: Universitas Sarjanawiyata Tamansiswa

A chapter in Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024), 2025, pp 184-192 from Springer

Abstract: Abstract The objective of this study is to analyze how Electronic Word of Mouth influences the Purchase Decision of the Scarlett brand in Yogyakarta. This research also aims to understand the role of Brand Attitude and Brand Awareness as mediating variables in the relationship between Electronic Word of Mouth and Purchase Decision. Data were collected from 160 respondents. The sample consisted of individuals in Yogyakarta who had used and purchased products from the Scarlett Whitening brand, were between 18 and 40 years old, and used social media and e-commerce. The sampling technique used was purposive sampling. The research findings show that Electronic Word of Mouth has a positive and significant influence on Purchase Decision. The results indicate that positive Brand Attitude can mediate the relationship between Electronic Word of Mouth and Purchase Decision. Similarly, Brand Awareness is also found to positively mediate the relationship between Electronic Word of Mouth and Purchase Decision. Based on these findings, the study emphasizes the importance for companies to maintain positive Electronic Word of Mouth, a strong Brand Attitude, and superior Brand Awareness to effectively influence consumers’ Purchase Decisions.

Keywords: E-W0M; Brand Attitude; Brand Awareness; Purchase Decision (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-698-7_20

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DOI: 10.2991/978-94-6463-698-7_20

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