Abstract:
Purpose – The purpose of this study was to explore eWOM and brand loyalty
through brand trust and brand love in the context of Indonesian market with Youtube
cosmetic review as its phenomenon. eWOM has been a popular strategy in promoting
product/ brand lately, but the exploration of it in the cosmetic industry especially in
Indonesia has been scarce.
Design/ method – This research used the quantitative method with questionnaire as
an instrument being spread online through Google Form. It was tested using SPSS
AMOS 24 with the total of 201 respondents. Population of this research are people
who watched Youtube cosmetic review, Indonesian males and females as well as
those who actually used the cosmetic. Furthermore, this study used random sampling
as the method with sample size of 226.
Findings – The result demonstrate strong relationship between brand love to brand
loyalty and brand loyalty to eWOM.
Originality – Value of this research is the development of the theory and implication
of eWOM in Indonesia.
