International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
THE IMPACT OF E-WOM QUANTITY AND E-WOM CREDIBILITY
ON ONLINE PURCHASE INTENTIONS FOR GARNIER
WITH BRAND IMAGE AS A MEDIATING FACTOR
Dominic Kenji Kurnia Surya1.
Louis Utama2* Faculty of Economics and Business.
Universitas Tarumanagara.
Jakarta.
Indonesia Email: dominic.
115210303@stu.
Faculty of Economics and Business.
Universitas Tarumanagara.
Jakarta.
Indonesia* Email: louisu@fe.
*Corresponding Author Submitted: 09-06-2025.
Revised: 21-06-2025.
Accepted: 18-07-2025
ABSTRACT
This study looks at how brand image mediates the relationship between e-WOM quantity and e-WOM purchase ability and online purchase intentions.
This study, which includes 160 samples, focuses on Garnier product users in Jakarta.
Researchers used SmartPLS4 software to evaluate data obtained via a questionnaire instrument (Gfor.
The study's findings indicate that online purchase intentions for Garnier goods in Jakarta are positively impacted by e-WOM quantity, e-WOM legitimacy, and brand image.
Using Garnier goods in Jakarta, this study examines how brand image influences online purchase intentions by balancing e-WOM credibility and quantity.
shows how crucial it is for businesses, particularly Garnier, to boost the volume and legitimacy of e-WOM and improve brand perception in order to stimulate online customer purchase intentions.
In order to draw in more customers and increase sales on bold platforms, businesses should concentrate their efforts on enhancing the caliber of reviews and bolstering brand image through efficient marketing techniques.
Apart from that, companies also need to consider managing their online reputation on an ongoing basis to remain competitive in a competitive Keywords: E-WOM Quantity.
E-WOM Credibility.
Purchase Intention.
Brand Image
INTRODUCTION
Garnier, a French skin and hair care brand belonging to the L'Oryal group, is known for its affordable and effective products with a focus on natural, environmentally friendly ingredients.
Offering a variety of products, from facial cleansers to shampoos.
Garnier combines innovative technology with plant extracts and vitamins.
This brand is very popular in Indonesia thanks to its product diversity and collaborations with influencers, as well as creative marketing campaigns (Garnier.
id, 2.
RBV In order to obtain a competitive edge in the beauty and personal care industry.
Garnier highlights the need for utilizing internal resources and talents.
One of its main assets is its wellestablished brand reputation, which has been built over years of consistent quality, sustainability, and innovation.
GarnierAos dedication to research and development (R&D) supports ongoing innovation across its skincare, haircare, and body care product lines, helping the company sustain a leading position in the market.
Moreover, the companyAos emphasis on sustainable sourcing and ethical practices appeals to eco-conscious consumers, providing a valuable resource that aligns with current market demands.
Garnier also benefits from a broad global distribution network, enabling it to reach a wide range of customer segments and maintain significant market presence.
The companyAos profound understanding of consumer needs, gained through in-depth market research, enhances its ability to create products that meet evolving preferences.
Additionally, the adoption of advanced technologies in product https://doi.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
development and marketing boosts operational efficiency and customer engagement.
Finally.
GarnierAos skilled workforce, including researchers, marketers, and developers, represents another vital resource, driving continuous innovation and maintaining a strong competitive Altogether, these internal resources enable Garnier to retain its leadership and competitive advantage in the global beauty market.
Online purchase intention is a consumer's intention to buy a product or service online, which reflects the consumer's attitudes and tendencies in considering the purchase, and helps companies formulate an effective marketing strategy (Yusniawati & Prasetyo, 2.
Some factors that influence purchase intentions include concerns about transaction security, lack of trust in sellers, and poor user experience on e-commerce sites (Hoang & Tung, 2.
Customer reviews, friends' recommendations, and demographic factors such as age, education, and income also influence purchasing decisions.
E-WOM quantity refers to the number of reviews or recommendations available online regarding a product.
The large number of positive reviews can build trust and attract buying interest, especially among the younger generation who are actively looking for information (Desi Lestari & Gunawan, 2.
However, a high amount of e-WOM can also pose challenges, such as negative reviews that can confuse consumers and reduce purchase Therefore, it is important for companies to manage e-WOM so that its impact can maximize purchasing decisions (Koesuma & Kurniawati, 2.
E-WOM credibility refers to the level of consumer trust in online reviews and Reviews that come from trusted sources can increase the credibility of information and influence purchasing decisions (Surabaya & Andjarwati, 2.
However, challenges arise because the amount of information available can confuse consumers, reducing trust in reviews that may be biased (Ayu et al.
, 2.
This uncertainty, combined with a lack of regulation, can reduce the effectiveness of e-WOM in influencing purchasing decisions.
Brand image functions as a mediating variable that strengthens the influence of E-WOM on online purchase intentions (Utama & Yuniarwati, 2.
Even when the quantity and quality of reviews are high, a poor brand image can reduce the influence of E-WOM, while a strong brand image can increase customer trust in positive reviews (Putri & Sienarta, 2.
Purchasing decisions and loyalty are influenced by brand image, which is influenced by elements such as customer satisfaction and product quality.
Companies must manage and enforce a consistent brand image across all platforms because a bad reputation can cost them clients (Valentino Pentury et al.
, 2.
Theory of Planned Behavior (TPB) The Theory of Planned Behavior (TPB).
Ajzen created this social psychology theory in 1991 in an effort to predict and explain human behavior and intentions.
According to the TPB, three primary factorsAiattitudes toward the activity, subjective norms, and perceived behavioral controlAiinfluence a person's behavioral intentions, which in turn shape their conduct (Ajzen.
The term "attitude towards behavior" describes how someone feels about a certain behavior, whether they think it's good or bad.
Subjective norms are a person's opinion of social pressure or how important others in his life feel about him engaging in that conduct.
Perceived behavioral control, on the other hand, refers to a person's perception of how much control or capability they feel they have over that action.
https://doi.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
In the context of online purchase intention.
TPB can help explain how E-WOM .
lectronic word of mout.
influences consumer purchase intentions.
E-WOM quantity and E-WOM credibility as forms of information from the social environment can influence subjective norms and consumer attitudes towards brands.
When consumers are exposed to credible and large amounts of E-WOM, they may develop positive attitudes toward the product, feel more compelled by social norms to purchase, and have greater control in making purchases.
Brand image also plays an important role in forming attitudes and intentions, because positive perceptions of the brand can strengthen purchase intentions in accordance with TPB theory.
Online Purchase Intention Online purchase intention is a consumer's intention to buy a product or service online, which reflects the consumer's attitudes and tendencies in considering the purchase, and helps companies formulate an effective marketing strategy (Yusniawati & Prasetyo, 2.
Some factors that influence purchase intentions include concerns about transaction security, lack of trust in sellers, and poor user experience on e-commerce sites (Hoang & Tung, 2.
Customer reviews, friends' recommendations, and demographic factors such as age, education, and income also influence purchasing decisions.
E-WOM Quantity E-WOM quantity refers to the number of reviews or recommendations available online regarding a product.
The large number of positive reviews can build trust and attract buying interest, especially among the younger generation who are actively looking for information (Desi Lestari & Gunawan, 2.
However, a high amount of e-WOM can also pose challenges, such as negative reviews that can confuse consumers and reduce purchase Therefore, it is important for companies to manage e-WOM so that its impact can maximize purchasing decisions (Koesuma & Kurniawati, 2.
E-WOM Credibility E-WOM credibility refers to the level of consumer trust in online reviews and Reviews that come from trusted sources can increase the credibility of information and influence purchasing decisions (Surabaya & Andjarwati, 2.
However, challenges arise because the amount of information available can confuse consumers, reducing trust in reviews that may be biased(Ayu et al.
, 2.
This uncertainty, combined with a lack of regulation, can reduce the effectiveness of e-WOM in influencing purchasing decisions.
Brand Image Brand image functions as a mediating variable that strengthens the influence of E-WOM on online purchase intentions.
A positive brand image increases consumer trust in positive reviews, while a weak brand image can reduce the impact of E-WOM, even though the number and credibility of reviews are high (Putri & Sienarta, 2.
Brand image is influenced by factors such as product quality and customer experience, and influences loyalty and purchasing A negative image can damage reputation and lose customers, so it is important for companies to manage and maintain consistent brand image across various channels (Valentino Pentury et al.
, 2.
The Relationship between E-WOM Quantity and Online Purchase Intention The number of reviews or recommendations a product receives on social media influences consumer purchasing intentions.
The more positive e-WOM, the more likely consumers are to feel influenced and consider the product in purchasing decisions, increasing perceived quality and trust in the brand (Kumar & Gera, 2.
The quantity of e-WOM also influences consumer https://doi.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
interpretation, where many positive reviews increase product reputation and purchase However, the quality and credibility of reviews remains important, because consumers have more trust in reviews that are considered credible and trustworthy (Yusniawati & Prasetyo, 2.
Thus, the first hypothesis of this research can be stated as:
H1: E-WOM quantity has a positive effect on online purchase intention The Relationship between E-WOM Credibility and Online Purchase Intention Credible e-WOM plays an important role in shaping consumer purchase intentions, because reviews from trusted sources improve product perception and reduce uncertainty, providing greater confidence about product quality (Widodo & Salamah, 2.
Credible positive reviews also make consumers more confident to purchase, as well as associate the brand with good quality, creating an environment that supports more confident purchasing decisions in ecommerce (Ulan et al.
, 2.
Thus the second hypothesis of this research can be stated as:
H2: E-WOM credibility influences online purchase intention The Relationship between Brand Image and Online Purchase Intention Because a favorable brand image boosts customer trust in items and enhances their interest in purchasing, brand image has a substantial impact on online consumer purchase intentions (Sanita et al.
, 2.
Brands that build a good image through responsible marketing also create emotional bonds with consumers, motivating them to buy, so that brand image becomes the main driver in purchasing decisions (Yahya, 2.
Thus the third hypothesis of this research can be stated as:
H3: Brand image has a positive effect on online purchase intention The Relationship Brand Image mediates between E-WOM Quantity and Online Purchase Intention The amount of e-WOM a product receives can strengthen the brand image and increase consumer purchasing intentions.
The number of positive reviews improves perceptions of product quality and increases consumer trust in the brand, encouraging them to buy online (Ayu et al.
, 2.
Consumers in the digital era rely more on e-WOM, where the large number of positive reviews strengthens the brand image and creates a sense of confidence in purchasing decisions, so that the brand image formed plays an important role in purchasing intentions (Hoang & Tung, 2.
Thus the fourth hypothesis of this research can be stated as:
H4: Brand image mediates the influence between e-WOM quantity and online purchase The Relationship Brand Image mediates between E-WOM Credibility and Online Purchase Intention The credibility of e-WOM is important in building consumer trust and influencing online purchasing intentions.
Credible reviews increase consumer confidence and form a positive brand image, which encourages purchases (Putri & Sienarta, 2.
A strong brand image, built through credible e-WOM, strengthens purchase intentions, because the consistency of reviews with real experiences strengthens positive perceptions, making consumers more comfortable making transactions (Solihin & Ahyani, 2.
Thus the fifth hypothesis of this research can be stated as:
H5: Brand image mediates the influence between e-WOM credibility and online purchase https://doi.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
Figure 1.
Research Model
Source: Created by the author
RESEARCH METHOD
This research uses a quantitative descriptive approach to describe phenomena with statistical data (Sekaran & Bougie, 2.
The objectives of this research are to determine whether eWOM quantity and credibility, as well as brand image, positively affect the online purchase intention of Garnier products, and to explore whether brand image mediates the influence of eWOM quantity and credibility on online purchase intention.
This research is cross-sectional, because data is collected only at one specific time without repeated observations (Bahri & Syaiful, 2.
The population of this research is Garnier consumers or users who live in Jakarta.
The sample selection technique uses a purposive sampling approach, the sample criteria in this research are consumers who live in Jakarta, have used Garnier products, are at least 18 years old, and have purchased Garnier products online at least twice.
The specified sample size of 160 respondents was considered sufficient to obtain representative results for the required statistical analysis (Hair et al.
, 2.
The data collection instrument in this study used a questionnaire, the research questionnaire used a five-point Likert scale .
= Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, and 5 = Strongly Agre.
In this research, operational variables are defined to measure the main concepts of interest.
The table below outlines the operational variables used in this research:
Table 1.
Research Variable Indicators Variable E-WOM Quantity Indicator Garnier products have many positive reviews from consumers.
Most of the reviews I've read about Garnier have been positive.
Garnier products have many negative reviews from consumers.
I have encountered many negative reviews about Garnier products.
Garnier products often receive reviews from I often see new reviews about Garnier Garnier products have a very large number of The large number of reviews given shows the popularity of Garnier products.
https://doi.
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Code
EWQ1
Scale Intervals EWQ2 Intervals EWQ3 Intervals EWQ4 Intervals EWQ5 Intervals EWQ6 Intervals EWQ7 Intervals EWQ8 Intervals Source (Hoang & Tung, 2.
International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
Variable E-WOM Credibility Brand Image Online Purchase Intention Indicator I believe that the reviews provided by other consumers regarding Garnier products are The reviews I read about Garnier provide reliable information.
I believe that the reviews I read are from consumers who have actually used Garnier Reviews about Garnier don't feel contrived and seem natural.
I trust sources that provide reviews of Garnier Users who leave reviews about Garnier have a good reputation on the platform.
The reviews I read about Garnier are relevant to my needs.
The review of Garnier provided information that met my expectations.
I feel that the Garnier brand has very good Garnier always provides innovative and high quality products.
I am satisfied with my experience using Garnier products.
Garnier products meet my expectations.
I believe that Garnier products are safe to use.
I always feel confident in the quality of products from the Garnier brand.
I plan to purchase Garnier products online in the near future.
I am very interested in purchasing Garnier products online.
I want to try new Garnier products through online purchases.
I felt interested in trying Garnier products available online.
I feel comfortable buying Garnier products I believe that buying Garnier products online is very easy.
Code
EWOC1
Scale
Intervals EWOC2
Intervals EWOC3
Intervals EWOC4
Intervals EWOC5
Intervals EWOC6
Intervals EWOC7
Intervals EWOC8
Intervals BIMG1
Intervals BIMG2
Intervals BIMG3
Intervals BIMG4
BIMG5
BIMG6
Intervals Intervals Intervals OPI1 Intervals OPI2 Intervals OPI3 Intervals OPI4 Intervals OPI5 Intervals OPI6 Intervals Source (Kumar & Gera, 2.
(Hien et al.
Zhang et al.
The data used was obtained through distributing online questionnaires using Google Form, which succeeded in collecting 160 respondents.
To analyze the data that has been collected, this research uses the Structural Equation Modeling method based on Partial Least Squares Reviewing the literature on e-WOM, brand image, and online purchase intention with an emphasis on consumer behavior in the beauty business is the first step in conducting this study.
Create a conceptual framework that explains the connections between brand image, purchase intention, e-WOM credibility, and e-WOM quantity for Garnier items.
Create a survey or other data gathering tool to learn more about how consumers see e-WOM, brand perception, and purchase intention.
Test hypotheses and determine if brand image mediates the effects of eWOM quantity and believability on purchase intention by using statistical analysis, such as regression analysis or SEM.
Finally, make inferences and offer practical suggestions on how Garnier might use e-WOM and brand image to sway customer decisions.
https://doi.
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24912/ijaeb.
International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
RESULTS AND DISCUSSIONS
To assess the instrument's dependability, this study performed validity and reliability analyses.
While discriminant validity assessed the overlap between components using Fornell-Larcker and HTMT analysis, convergent validity was investigated using factor loading.
Cronbach's Alpha and Composite Reliability are used to test reliability and evaluate how consistent measurement findings are obtained (Chan & Lay, 2.
Table 2.
Average Variance Extracted Analysis Results Variable BIMG
EWOC
EWQ
OPI
Average Variance Extracted AVE analysis shows that all variables have a value of more than 0.
50, indicating that the indicators can explain more than half of the total variance and meet the convergent validity Table 3.
Results of Loading Factor Analysis BIMG1
BIMG2
BIMG3
BIMG4
BIMG5
BIMG6
EWOC1
EWOC2
EWOC3
EWOC4
EWOC5
EWOC6
EWOC7
EWOC8
EWQ1
EWQ2
EWQ3
EWQ4
EWQ5
EWQ5
EWQ6
EWQ7
EWQ8
OPI1
OPI2
OPI3
OPI4
OPI5
OPI6
BIMG
0,883
0,904
0,880
0,873
0,961
0,891
EWOC
EWQ
OPI
0,835
0,778
0,623
0,613
0,785
0,866
0,665
0,617
0,741
0,731
0,837
0,812
0,708
0,773
0,667
0,646
0,741
0,884
0,887
0,959
0,869
0,908
0,890
Loading factor analysis shows that each variable indicator has a value above 0.
6, indicating a significant contribution and high reliability in measuring the construct, which strengthens the validity of the research findings.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
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Table 4.
Fornell Larcker Analysis Results BIMG
EWOC
EWQ
OPI
BIMG
0,899
0,317
0,327
0,491
EWOC
EWQ
OPI
0,729
0,320
0,486
0,742
0,481
0,900
Table 4 shows the results of the Fornell-Larcker analysis, which indicates good discriminant validity because the AVE value is greater than the correlation between constructs.
Table 5.
HTMT Analysis Results Heterotrait-monotrait ratio (HTMT) 0,328 0,344 0,414 0,513 0,503 0,499 EWOC <-> BIMG
EWQ <-> BIMG
EWQ <-> EWOC
OPI <-> BIMG
OPI <-> EWOC
OPI <-> EWQ
Table 5 shows that all HTMT values are below 0.
85, which indicates good discriminant validity between constructs in this study.
Table 6.
Results of Cronbach's Alpha Analysis BIMG
EWOC
EWQ
OPI
Cronbach's alpha
0,952
0,872
0,885
0,953
Table 6 shows that all Cronbach's Alpha values are greater than 0.
7, which indicates very good reliability for each variable in this study, so that the indicators used can be relied on to measure the construct in question.
Table 7.
Composite Reliability Analysis Results Composite reliability .
0,962 0,899 0,907 0,962 BIMG
EWOC
EWQ
OPI
Table 7 shows that the Composite Reliability .
value for all variables is greater than 0.
which shows that the construct in this study has very good reliability, meaning that the indicators are consistent in measuring the construct in question.
Table 8.
Coefficient of Determination R2
Variable BIMG
OPI
R Square 0,157 0,432 The results of the analysis of the coefficient of determination (RA) show that brand image has weak explanatory power with RA 0.
157, while online purchase intention has moderate explanatory power with RA 0.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
Issue 3, 2025.
ISSN: 2987-1972
Table 9.
Effect Size Test Results BIMG
BIMG
EWOC
EWQ
OPI
EWOC
EWQ
OPI
0,137
0,132
0,121
0,059
0,067
The effect size test results show that Brand Image has a large influence on Online Purchase Intention (FA = 0.
, while E-WOM Credibility (FA = 0.
and E-WOM Quantity (FA = .
have a moderate influence.
The Goodness of Fit (GoF) value of 0.
445 indicates that the structural model fits the data, indicating a good and reliable model for testing the hypotheses in this research.
Table 10.
Test Results of Research Hypothesis Results Variable EWQ -> OPI
EWOC -> OPI
BIMG -> OPI
EWQ -> BIMG -> OPI
EWOC -> BIMG -> OPI
t-statistics 3,690 4,316 3,725 2,230 2,342 p-value 0,000 0,000 0,000 0,026 0,019 Results Supported Supported Supported Supported Supported H1: E-WOM Quantity Positively Influences Online Purchase Intention eWOM quantity can predict online purchase intention among consumers of Garnier products, as proven by t-statistics of 3.
690 and p-value of 0.
000, which shows significant results.
The more reviews or information shared about Garnier products, the more likely consumers are to make a purchase.
eWOM quantity plays an important role in purchasing decisions because the number of positive reviews increases perceptions of product quality and consumer trust, which drives purchasing decisions (Kumar & Gera, 2.
H2: E-WOM Credibility Positively Influences Online Purchase Intention The first hypothesis is accepted since the t-statistics value of 4.
316, which is more than 1.
and the p-value of 0.
000, which is less than 0.
05, demonstrating that eWOM credibility influences customers' desire to make an online purchase for Garnier items.
Customers are more inclined to make a purchase if the information or reviews they get are deemed reliable.
Reliable reviews increase confidence in product quality and reduce ambiguity when purchasing online.
This demonstrates how trustworthy eWOM influences consumers' decisions to make purchases online by giving them a sense of security and confidence.
(Widodo & Salamah, 2.
H3: Brand Image Positively Influences Online Purchase Intention The t-statistic value of 3.
725, which is larger than 1.
96, and the p-value of 0.
000, which is less 05, demonstrate that brand image influences consumers' interest in making online purchases of Garnier goods.
As a result, the hypothesis is accepted.
Customers are more inclined to purchase Garnier products online if the brand has a more favorable reputation.
Because customers feel more secure and at ease selecting goods from companies they are familiar with and trust, a strong brand image fosters an emotional bond that encourages loyalty and purchases.
As a result, a favorable brand image has a significant impact on customer purchasing decisions (Yahya, 2.
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International Journal of Application on Economics and Business (IJAEB) Volume 3.
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ISSN: 2987-1972
H4: Brand Image Positively Moderate the Influence Between E-WOM Quantity and Online Purchase Intention With t-statistics of 2.
230, greater than 1.
96, and a p-value of 0.
026, less than 0.
05, it is demonstrated that brand image moderates the relationship between the quantity of e-WOM and the desire to buy Garnier items online.
As a result, the hypothesis is supported.
Customers' intention to make online purchases might be influenced by the brand picture they build in their brains as a result of the quantity of e-WOM they get.
Because a strong brand image amplifies the influence of positive reviews on purchase intentions, a large number of positive reviews contribute to enhancing brand image and boosting customer confidence in purchasing decisions (Hoang & Tung, 2.
H5: Brand Image Positively Moderate the Influence Between E-WOM Credibility and Online Purchase Intention Brand image is proven to mediate the influence between e-WOM credibility and online purchase intention for Garnier products, with t-statistics 2.
342 which is higher than 1.
96 and p-value 0.
019 which is less than 0.
05, so the hypothesis is accepted.
The e-WOM credibility that consumers receive strengthens Garnier's brand image, which in turn increases their intention to make purchases online.
Credible reviews give consumers greater confidence about product quality and create positive perceptions of the brand, which then drives purchasing decisions (Putri & Sienarta, 2.
Based on the results of hypothesis testing, all hypotheses in this study have been validated and accepted.
CONCLUSIONS AND SUGGESTIONS
In this research, it can be concluded that e-WOM quantity, e-WOM credibility and brand image have a positive effect on online purchase intention for Garnier products in Jakarta.
Brand image mediates the influence between e-WOM quantity and e-WOM credibility with online purchase intention through Garnier products in Jakarta.
It is recommended that Garnier continue to innovate in products, promotions and online services to maintain competitiveness in the competitive cosmetics market.
By improving the quality of reviews and brand image.
Garnier can attract more consumers online, which in turn will increase consumer purchase intentions on online platforms.
Future research is recommended to involve consumers from other brands or product categories, as well as online and offline distribution channels.
Expanding regional coverage outside Jakarta and using a larger and more diverse sample can increase the validity and representativeness of research results.
REFERENCES