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

In: Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024)

Author

Listed:
  • Novianti Putri Ramadani

    (Universitas Sarjanawiyata Tamansiswa)

  • Agus Dwi Cahya

    (Universitas Sarjanawiyata Tamansiswa)

  • Elisabeth Rotua Simamora

    (Universitas Semarang)

  • Budi Setiawan

    (Universitas Sarjanawiyata Tamansiswa)

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.

Suggested Citation

  • Novianti Putri Ramadani & Agus Dwi Cahya & Elisabeth Rotua Simamora & Budi Setiawan, 2025. "Brand Attitude and Brand Awareness as Intervening Between E-Wom and Purchase Decision on Scarlett Brand in Yogyakarta," Advances in Economics, Business and Management Research, in: Alfiatul Maulida & Md. Mahmudul Alam & ⁠⁠Mark Gabriel Wagan Aguilar (ed.), Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024), pages 184-192, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-698-7_20
    DOI: 10.2991/978-94-6463-698-7_20
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