Track: Business Management

Abstract

This study aims to determine the effect of brand trust and electronic word of mouth (e-WOM) in influencing the intention to buy skincare products online channels in Indonesia. This study adopted a cross-sectional design and collected quantitative data. The research population is skincare users in Indonesia aged 15-34 years using online channels. The sampling technique used a simple random sampling method to collect data from respondents. The sample used in this study was 230 respondents. For data analysis, this study analyzed the data using multiple linear regression. The results showed that brand trust and e-WOM had a significant positive effect on purchase intention partially and simultaneously. This study provides key insights for online skincare sellers in Indonesia to focus on building brand trust and e-WOM to increase their purchase intention of skincare products.

Keywords: Brand Trust, Electronic Word of Mouth, Purchase Intention, Online Channel