Effect of Electronic Word of Mouth (E-wom), Brand Ambassador, and Price on Purchasing Interests in Products of Industrial Cosmetics among University Students During Pandemic Covid-19

Abstract

This study aims to examine and analyse the effect of electronic word of mouth (eWOM), brand ambassadors, and prices on purchasing an interest in Industrial Cosmetic Indonesia during the COVID-19 pandemic. The population of this research is University students who are interested in buying products from Industrial Cosmetic Indonesia. A purposive sampling method was done to derive 108 samples. The data analysis method used is multiple linear regression analysis. The results showed that electronic word of mouth (eWOM), brand ambassadors, and prices each significantly affected Purchase Interest in Industrial Cosmetic Indonesia for university students during the COVID-19 pandemic. The research implies that healthcare and beauty cosmetics products are persistent during the pandemic.