Brand Attitude and Brand Awareness as Intervening Between E-Wom and Purchase Decision on Scarlett Brand in Yogyakarta

DOI

10.2991/978-94-6463-698-7_20How to use a DOI?

Keywords

E-W0M; Brand Attitude; Brand Awareness; Purchase Decision

Abstract

The objective of this study is to analyze how Electronic Word of Mouth influences the Purchase Decision of the Scarlett brand in Yogyakarta. This research also aims to understand the role of Brand Attitude and Brand Awareness as mediating variables in the relationship between Electronic Word of Mouth and Purchase Decision. Data were collected from 160 respondents. The sample consisted of individuals in Yogyakarta who had used and purchased products from the Scarlett Whitening brand, were between 18 and 40 years old, and used social media and e-commerce. The sampling technique used was purposive sampling. The research findings show that Electronic Word of Mouth has a positive and significant influence on Purchase Decision. The results indicate that positive Brand Attitude can mediate the relationship between Electronic Word of Mouth and Purchase Decision. Similarly, Brand Awareness is also found to positively mediate the relationship between Electronic Word of Mouth and Purchase Decision. Based on these findings, the study emphasizes the importance for companies to maintain positive Electronic Word of Mouth, a strong Brand Attitude, and superior Brand Awareness to effectively influence consumers’ Purchase Decisions.

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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TY  - CONF
AU  - Novianti Putri Ramadani
AU  - Agus Dwi Cahya
AU  - Elisabeth Rotua Simamora
AU  - Budi Setiawan
PY  - 2025
DA  - 2025/04/30
TI  - Brand Attitude and Brand Awareness as Intervening Between E-Wom and Purchase Decision on Scarlett Brand in Yogyakarta
BT  - Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024)
PB  - Atlantis Press
SP  - 184
EP  - 192
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-698-7_20
DO  - 10.2991/978-94-6463-698-7_20
ID  - Ramadani2025
ER  -