THE ROLE OF ELECTRONIC WORD OF MOUTH IN MEDIATING THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION(A Study on Prospective Skintific Consumers in Denpasar City)
DOI:
https://doi.org/10.5281/zenodo.20031097Keywords:
social media marketing, electronic word of mouth, purchase intentionAbstract
The rapid development of digital technology has encouraged companies to utilize social media as a strategic marketing tool. This study aims to examine the role of electronic word of mouth in mediating the effect of social media marketing on purchase intention among prospective Skintific consumers in Denpasar City. This study employs the stimulus–organism–response (S-O-R) theory as its theoretical foundation, where social media marketing acts as the stimulus, electronic word of mouth as the organism, and purchase intention as the response. This research is associative in nature with a quantitative approach. Data were collected through an online questionnaire using Google Forms distributed to 130 respondents selected through purposive sampling. Data analysis was conducted using descriptive and inferential statistics with SEM-PLS through SmartPLS 4.0. The results indicate that social media marketing has a positive and significant effect on purchase intention and electronic word of mouth. Furthermore, electronic word of mouth also has a positive and significant effect on purchase intention and partially mediates the relationship between social media marketing and purchase intention. These findings suggest that social media marketing strategies not only directly increase purchase intention but also indirectly through electronic word of mouth, which strengthens trust and positive perceptions of prospective consumers toward Skintific products.
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