THE ROLE OF CSR, E-WOM, TRUST, AND BRAND IMAGE TOWARD PURCHASE INTENTION: A CASE OF COSMETIC CUSTOMERS OF WARDAH AT GREATER JAKARTA

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.