PENGARUH E-WOM TERHADAP PURCHASE INTENTION DENGAN PERCEIVED QUALITY SEBAGAI INTERVENING (Studi pada Produk Citra)

This study aims to describe and analyze the effect of E-WOM on purchase intention with perceived quality as an intervening variable (Study on Citra products). This study uses a quantitative approach with a survey method by distributing questionnaires to 130 respondents in Malang City, which is dominated by society and women who actively use social media. The data analysis technique used is Structural Equation Model (SEM)-PLS (Partial Least Square). The results show that e-WOM influences purchase intention, and perceived quality acts as an intervening variable that strengthens the relationship between e-WOM and purchase intention. These findings indicate that information and reviews obtained through digital media can shape perceptions of product quality, which in turn influence consumer purchase intention. This study is expected to contribute theoretically to the development of marketing literature and provide practical considerations for cosmetic companies in designing e-WOM-based marketing strategies to increase consumer purchase intention.