The Effect of Product Quality and Endorser Credibiltiy on Purchase Intention of Emina Product Mediated by e-wom

Abstract

This research analyzes the purchase intention of Emina products. The purpose of this study is to examine the impact of product quality and endorser credibility on purchase intention of Emina Product mediated by eWOM. This type of research is an explanatory research. The population of this study is the female citizen of Padang City who have used Emina cosmetics. The study sample consisted of 100 people identified using deliberate sampling techniques. The validity test of the instrument uses confirmatory factor analysis, and the reliability test uses Alpha Cronbach. The analytical technique used is SEM analysis. According to the results of the research, the following conclusions can be drawn. First of all, product quality does not influence the purchase intention of Emina products. Second, credibility endorser has a positive and significant influence on the purchase intention of Emina products. Third, eWOM does not influence purchase intention. Fourth, product quality has a positive and significant impact on purchase intentions through eWOM. Fifth, endorser credibility has an impact on the purchase intention of Emina products through eWOM.