Abstract:
Purposes – The purpose of this study is to analyze the customer purchase intention
towards Wardah’s brand.
Design/Methodology/Approach – A quantitative method was used in this study.
The data was collected through an online survey based using Google Form
questionnaire. The questionnaire was filled up by 287 respondents located in
Greater Jakarta, Indonesia by using purposive sampling technique. The data were
analyzed by Covariance-Based Structural Equation Model (CB-SEM) using Amos.
Findings – The result shows that corporate social responsibility, e-WOM, brand
image, and trust contribute to increasing the purchase intention.
Originality/Value – This research is the first research about purchase intention in
the context of the beauty industry using variables of CSR, e-WOM, brand image,
and trust. Furthermore, this is the first research to examine a Wardah product’s
purchase intention.
