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001-es BibID:	BIBFORM105896
Első szerző:	Wahitha, Rosa Kinanthi Widha
Cím:	The impact of brand image, product quality, and promotion on the purchase intentions of scarlett whitening skin care products as mediated by e-wom / Rosa Kinanthi Widha Wahitha, Herry Maridjo, Kristia Kristia
Dátum:	2022
ISSN:	2684-6802 2657-2036
Megjegyzések:	This study aims to determine: (1) the direct influence of brand image towards purchase intention, (2) the direct influence of product quality towards purchase intention, (3) the direct influence of promotion towards purchase intention, (4) the influence ofbrand image towards purchase intentionmediated by E-WOM, (5) the influence of product quality towards purchase intentionmediated by E-WOM, (6) the influence of promotion towards purchase intentionmediated by E-WOM . The population in this study constituted of Scarlett Whitening skin care product users, whereas the system consists of 96 Scarlett Whitening skin care product users. This research employed a combination of purposive sampling and snowball sampling for its sampling strategy. Distribution of questionnaires to 96 respondents who satisfied the criteria yielded data. E-WOM-related questionnaires on brand image, product quality, promotion, purchasing intent, and E-WOM. SmartPLS 3 was employed during the data analysis procedure. Based on the results of data analysis, the research results obtained that: (1) brand image had directly positive influence towards purchase intention, (2) product quality didn't have directly positive influence towards purchase intention, (3) promotion had directly positive influence towards purchase intention, (4) brand image didn't have positive influence towards purchase intentionmediated by E-WOM, (5) product quality had positive influence towards purchase intentionmediated by E-WOM(full mediation), (6) promotion didn't have positive influence towards purchase intentionmediated by E-WOM.
Tárgyszavak:	Társadalomtudományok Gazdálkodás- és szervezéstudományok idegen nyelvű folyóiratközlemény külföldi lapban folyóiratcikk brand image product quality promotion purchase intention E-WOM
Megjelenés:	MSDJ: Management and Sustainable Development Journal. - 4 : 2 (2022), p. 47-57. -
További szerzők:	Maridjo, Herry Kristia Kristia (1990-) (PhD student)
Internet cím:	Szerző által megadott URL DOI Intézményi repozitóriumban (DEA) tárolt változat
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