Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)

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The Impact of Brand Loyalty, Brand Awareness, and Electronic Word of Mouth on Purchase Intention: A Study of SK-II Consumers in Taiwan

Authors
Jia Shan Yang1, Septihani Michella Wijaya2, *, Jing Yu Xie3, Linhan Jiang4, Hetty Karunia Tunjungsari5
1University of Nottingham Ningbo China, Ningbo, 315100, China
2University of Nottingham Ningbo China, Ningbo, 315100, China
3University of Nottingham Ningbo China, Ningbo, 315100, China
4University of Nottingham Ningbo China, Ningbo, 315100, China
5Universitas Tarumanagara, Jakarta, 11440, Indonesia
*Corresponding author. Email: michellaseptihani01@gmail.com
Corresponding Author
Septihani Michella Wijaya
Available Online 13 August 2025.
DOI
10.2991/978-94-6463-809-7_22How to use a DOI?
Keywords
Brand Loyalty; Brand Awareness; Electronic Word of Mouth; Purchase Intention
Abstract

The COVID-19 pandemic has had a profound impact on consumer behavior and market trends within Indonesia’s cosmetics industry. This study explores how brand loyalty, brand awareness, and electronic word-of-mouth (eWOM) shape consumer purchase intention for SK-II skincare products in Taiwan. Grounded in the Theory of Planned Behavior, this research employs purposive sampling to gather data from 203 SK-II customers through an online survey. To analyze the collected data, the study applies the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, providing insights into the relationships between key variables and their influence on consumer decision-making. The results indicate that all three factors brand loyalty, brand awareness, and eWOM positively and significantly impact purchase intention. Notably, eWOM exhibited the strongest effect, highlighting the crucial role of online reviews and peer recommendations in shaping consumer decisions in the digital era. The findings suggest that SK-I should enhance customer loyalty programs to increase brand visibility through effective marketing strategies, and actively engage in managing online consumer discussions to leverage the power of eWOM.

This study contributes to the existing literature by providing empirical evidence on the factors influencing purchase intention in the Indonesian cosmetics market. It offers practical insights for SK-Il and similar brands to refine their marketing strategies, improve customer engagement, and strengthen their competitive position in a rapidly evolving market landscape.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
13 August 2025
ISBN
978-94-6463-809-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-809-7_22How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jia Shan Yang
AU  - Septihani Michella Wijaya
AU  - Jing Yu Xie
AU  - Linhan Jiang
AU  - Hetty Karunia Tunjungsari
PY  - 2025
DA  - 2025/08/13
TI  - The Impact of Brand Loyalty, Brand Awareness, and Electronic Word of Mouth on Purchase Intention: A Study of SK-II Consumers in Taiwan
BT  - Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)
PB  - Atlantis Press
SP  - 275
EP  - 288
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-809-7_22
DO  - 10.2991/978-94-6463-809-7_22
ID  - Yang2025
ER  -