The influence of E-WOM, brand image, and brand trust on purchasing decisions of skintific skincare products in Batam city

Sep 18, 2026

Uploaded by Aditya

This study examines how Electronic Word of Mouth (EWOM), brand image, and brand trust affect purchasing decisions for Skintific skincare products in Batam City. Using a quantitative questionnaire survey of 150 consumers who had purchased and used the products, the research applies SPSS v26 analyses including validity, reliability, classical assumption tests, multiple linear regression, and hypothesis testing. Results show EWOM, brand image, and brand trust each have a positive and significant impact, jointly explaining 85.6% of purchase decision variation.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages9

Reading Time23 min

AccessFree to download

Introduction

Factors affecting purchasing decisions (EWOM, brand image, brand trust)

The influence of E-WOM, brand image, and brand trust on purchasing decisions of skintific skincare products in Batam city Jevin Ronald1, Muhammad Haldy2 1,2Department of Management, Faculty of Social Sciences and Humanities , Universitas Putera Batam, Indonesia A R T I C L E I N F O ABSTRACT | Article history:
Received May 10 , 2026 Revised May 17 , 2026 Accepted May 25 , 2026 | This study examines the influence of Electronic Word of Mouth (EWOM), Brand Image, and Brand Trust on purchasing decisions for Skintific skincare products in Batam City. The research employed a quantitative approach using questionnaire data collected from 150 respondents who had purchased and used Skintific products. Data analysis was conducted using SPSS version 26, including validity , reliability, classical assumption, multiple linear regression, coefficient of determination, and hypothesis testing. The findings revealed that EWOM, Brand Image, and Brand Trust each had a positive and significant effect on purchasing decisions. Simultaneously, these variables also significantly influenced purchasing decisions, with the coefficient of determination indicating that 85.6% of purchasing decision variation could be explained by the three independent variables. The results demonstrate that positive digital reviews, strong brand perception, and consumer trust play essential roles in encouraging consumer purchasing behavior toward Skintific skincare products. These findings highlight the importance of maintaining product quality, strengthening brand reputation, and optimizing digital consumer engagement to improve purchasing decisions in the competitive skincare industry.
This is an open access article under the CC BY-NC license.
| | --- | --- | | Keywords:
Brand Image;
Brand Trust; Electronic Word of Mouth;
Purchasing Decision;
Skincare. | | Corresponding Author: Jevin Ronald, Program Studi Manajemen, Fakultas Ilmu Sosial dan Humaniora , Universitas Putera Batam, Jl. R. Soeprapto, Muka Kuning, Kota Batam, Kepulauan Riau, 29439, Indonesia Email: [pb220910148@upbatam.ac.id](pb220910148@upbatam.ac.id) 1. INTRODUCTION In recent years, Indonesia’s skincare industry has experienced substantial growth, driven by increasing public awareness of self-care, healthy lifestyles, and the influence of social media. Skincare products, particularly sunscreen, have become essential among Millennials and Generation Z because of their role in protecting the skin from ultraviolet exposure that may cause premature aging, hyperpigmentation, and skin cancer (Witardjo & Saktiana, 2025) . The rapid expansion of both local and international skincare brands in Indonesia has intensified market competition and encouraged consumers to actively seek product information, compare alternatives, and share reviews across digital platforms. Among the brands that have successfully established a strong consumer base is Skintific, which is recognized for its scientific and innovative product approach (Irawan et al. , 2025) . The brand employs advanced UV filter technology that provides broad-spectrum protection against UVA, UVB, and blue light exposure, making it suitable for tropical climates such as Indonesia. In addition, the incorporation of active ingredients including hyaluronic acid, niacinamide, and ceramide not only protects the skin from sun exposure but also maintains hydration, prevents premature aging, and improves skin condition (Brar et al. , 2025) . Skintific officially entered the Indonesian market in 2021 and is distributed by PT May Sun Yvan. The brand slogan, “We Repair Your Skin Barrier,” reflects its emphasis on strengthening and restoring the skin barrier. Skintific aims to provide high-performance skincare products through intelligent formulations, pure active ingredients, and advanced technology at affordable prices (Irfana, 2025) . Its primary target market consists of urban Millennials and Generation Z consumers aged 18 t

FAQs

What variables are analyzed in the study?

The study analyzes Electronic Word of Mouth (EWOM), brand image, and brand trust as factors influencing purchasing decisions for Skintific skincare products.

How was the data collected and how many respondents participated?

Data were collected using a questionnaire from 150 respondents who had purchased and used Skintific skincare products.

What is the combined explanatory power of EWOM, brand image, and brand trust?

The coefficient of determination indicates that 85.6% of the variation in purchasing decision outcomes can be explained by these three independent variables.

Sep 18, 2026

Uploaded by Aditya