Pengaruh Electronic Word of Mouth (E-WoM) dan Discount Framing terhadap Minat Beli Produk Avoskin dengan Citra Merek sebagai Variabel Mediasi

Abstract

Indonesia's skincare industry is experiencing rapid growth. Nevertheless, sales of Avoskin products decreased in some periods in 2023 as it competed with similar competitors from abroad and locally. This study aimed to analyze the influence of Electronic Word of Mouth (E-WoM) and discount framing on Avoskin product purchase intention, with brand image as a mediating variable. This study was quantitative and exploratory, with samples aged 18 and over across Indonesia who knew and were interested in Avoskin products. The use of purposive sampling techniques and Hair's formula resulted in a sample of 190 respondents, but the researcher used 315 respondents collected. Data was collected through Google Forms, measured using a Likert scale, and analyzed by the SEM-PLS method using SmartPLS version 4 software. The results of the study show that: 1) Electronic Word of Mouth affects the brand image of Avoskin products; 2) Discount framing affects the brand image of Avoskin products; 3) Brand image affects the purchase intention of Avoskin products; 4) Electronic Word of Mouth affects the purchase intention of Avoskin products; 5) Discount framing affects the purchase intention of Avoskin products; 6) Electronic Word of Mouth affects the purchase intention of Avoskin products through brand image; and 7) Discount framing affects the purchase intention of Avoskin products through brand image.