Credible Online Reviews of Skincare Products on Brand Equity and Its Impact on Purchase Intention

Abstract

Skincare is a cosmetic product used to treat the skin of the facial area. Before on purchasing skincare products, users need credible references as a consideration to suit user needs. In this case, online reviews can be a useful reference to support these needs. However, these user needs make online reviews affect the product's brand equity and purchase intention. Referring to the statements and problems that have been described, this research re-examined the relationship between online review, brand equity, and purchase intention according to the study presented by Chakraborty and Bhat (2017). The purpose of the research was to identify the impact of credible online review on brand equity and purchase intention on Skincare Product. This research was processed using the Structural Equation Modeling (SEM) method with the help of LISREL 8.8 software. The results of this study indicate that there is an aspect of confirmation of the prior belief that can affect a credible online review. Meanwhile, the credible online review itself positively affects brand equity. However, no aspects of brand equity or credible online reviews can positively influence purchase intention.