Pengaruh Electronic Word of Mouth dan Pemasaran Konten Terhadap Niat Beli Skincare Scarlett dengan Citra Merek sebagai Variabel Mediasi

Purpose: This study aims to determine the effect of electronic word of mouth and content marketing on the purchase intention of Scarlett skincare in Surabaya with brand image as a mediating variable. This research uses a quantitative approach which is carried out by distributing questionnaires to respondents. The research sample used was 233 respondents who had bought and used Scarlett skincare products online. The data management technique in this study uses PLS-SEM (Partial Least Square Structural Equation Structural Equation Modeling) with SMART-PLS 4.0 software and descriptive analysis using Microsoft excel. The results showed that electronic word of mouth has a significant positive effect on brand image. Content marketing has a significant positive effect on brand image. Electronic word of mouth has a significant positive effect on purchase intention. Content marketing has a significant positive effect on purchase intentions. Brand image has a significant positive effect on purchase intention. Electronic word of mouth has no significant positive effect on purchase intention with brand image as a mediating variable. Content marketing has no significant positive effect on purchase intention with brand image as a mediating variable. Keywords: Electronic Word Of Mouth (e-WOM); Content Marketing; Brand Image; Purchase Intention