Utilizing E-Wom As A Mediation To Increase Brand Loyalty Of Local Skincare Cosmetic Products In Indonesia With The Influence Of Brand Activation, Brand Trust, And Customer Satisfaction

Cindy Eka Malia, Fanin Binurin A, Ryan Timothy J*, Ario S. Setiadi


This research is an effort to strengthen local Indonesian skincare brands even stronger in competing with imported skincare brands. By prioritizing brand activation, brand trust, and customer satisfaction and assisted by e-WOM to create brand loyalty. Overall, this research demonstrates the importance of e-WOM and brand trust in the beauty industry, and the benefits that companies can derive from investing in these factors. A quantitative approach was applied in analyzing statistical data obtained from 140 responses. The selection of respondents was carried out using a purposive sampling technique with the provisions of the sample, namely women based on the age group with an age range of 16-35 years who have used skincare in Jabodetabek. Proving the hypothesis of this study using data collection through a questionnaire that has questions with a Likert scale measuring instrument totaling four points. Hypothesis 1 explains the effect of brand activation on e-WOM. Brand activation has a significant effect on increasing e-WOM in providing brand experiences to others. Hypothesis 1 has a t-value of 8.121 and a p-value of 0.000, so it can be concluded that it is accepted. Hypothesis 2 regarding brand trust has an effect on e-WOM. Brand trust has a positive effect on e-WOM with a t value of 2.818 and a p value of 0.005, so it can be concluded that hypothesis 2 is accepted. In hypothesis 3 predicts an influence on customer satisfaction on e-WOM. The result obtained is that customer satisfaction has a positive effect on e-WOM with a t value of 4,387 and a p value of 0,000 so that hypothesis 3 is accepted. In hypothesis 4 there is a positive effect between e-WOM on brand loyalty. supported by a t-value of 11,657 and a p-value of 0,000. This research focuses on the effect of brand activation, brand trust and customer satisfaction on brand loyalty through e-WOM mediation. The results of this study found that each independent variable has a positive or significant value on the mediating variable and the mediating variable also has a positive or significant value on the dependent variable.


e-WOM, Brand Loyalty, Brand Activation, Brand Trust, Customer Satisfaction

Full Text:



Adi Irianto Marist, Lilik Noor Yuliati, and M. N. (2014). The Role Of Event In Building Brand Satisfaction, Trust And Loyalty Of Isotonic Drink. International Journal of Marketing Studies.

Adisty, N. (2023). Tumbuh Pesat, Pemakaian Produk Kecantikan Di Indonesia Kian Meningkat. Good Stats. https://goodstats.id/article/menilik-meningkatnya-konsumsi-produk-kecantikan-di-indonesia-LcQed.

Al, C.-H. L. et. (2018). Online Hotel Booking: The Effects Of Brand Image, Price, Trust And Value On Purchase Intentions. Asia Pacific Management Review 20.

Al, G. T. M. H. et. (2019). Antecedents And Consequences Of Customer Satisfaction: Do They Differ Across Online And Offline Purchases? Journal of Retailing.

Al, G. W.-S. et. (2018). Who Trusts Social Media? Computers in Human Behavior.

Al, L. et. (n.d.). Online Hotel Booking: The Effects Of Brand Image, Price, Trust And Value On Purchase Intentions.

Al, T. H.-T. et. (2004). Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers To Articulate Themselves On The Internet. Journal of Interactive Marketing.

Al, T. H. et. (2013). The Impact Of The Perceived Quality, Customer Satisfaction, Brand Trust And Contextual Factors On Brand Loyalty. CLEAR International Journal of Research in Commerce & Management 4.

Batee, M. M. (2019). Pengaruh Media Sosial Terhadap Keputusan Pembelian Di Toko Kaos Nias Gunungsitoli. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah).

Decker-Jacoby, M. L. and K. (2023). The Insider Reviews Team Tests Hundreds Of Skincare Brands Each Year — These Are The 24 We Keep Coming Back To. https://www.insider.com/guides/beauty/best-skincare-brands.

Eunil Park, Sang Jib Kwon, and K. J. K. (2016). Assessing The Effects Of Corporate Sustainable Management On Customer Satisfaction. Sustainable Development.

Hasim, H., & Sherlina, L. (2022). Tiktok Social Media as a Means of Small and Medium Business Promotion. Journal of World Science, 1(1), 1–14.

Hongwei He, Yan Li, and L. H. (2012). Social Identity Perspective On Brand Loyalty. Journal of Business Research.

Ko, A. J. K. and E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study Of Luxury Fashion Brand. Journal of Business Research.

Kotler, P., Kartajaya, H., & Hooi, D. H. (2017). Marketing Value With Values. World Scientific Book Chapters, 213–229.

Kubickova, C. W. and M. (2017). The Impact Of Engaged Users On E-WOM Of Hotel Facebook Page. Journal of Hospitality and Tourism Technology.

Kucuk, S. U., & Krishnamurthy, S. (2007). An analysis of consumer power on the Internet. Technovation, 27(1–2), 47–56.


Li, K. H. H. and S. Y. (2007). The Influence Of E-WOM On Virtual Consumer Communities: Social Capital, Consumer Learning, And Behavioral Outcomes. Journal of Advertising Research.

Liembawati, Y. (2014). Analisa Pengaruh Brand Activation Terhadap Pembentukan Brand Community Pada PT ISM Bogasari Flour Mills. Jurnal Strategi Pemasaran.

Mahdi, M. I. (2023). Pengguna Media Sosial Di Indonesia Capai 191 Juta Pada 2022. https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-capai-191-juta-pada-2022.

Morgan, N. A. (2012). Marketing And Business Performance. Journal of the Academy of Marketing Science.

Mu, J. (2017). The Study On Activation Strategy Of Time-Honored Brand. MATEC Web of Conferences.

Mursito, V. B. and N. (2017). How Motivation, Ability, And Opportunity Can Drive Online Shopping Through Social Media. International Journal of Business, Economics And Law.

Nguyen, D. B. G. and H. P. (2011). Antecedents Of Emotional Attachment To Brands. Journal of Business Research.

Paul G Patterson, Lester W Johnson, and R. A. S. (1996). Modeling The Determinants Of Customer Satisfaction For Business-to-Business Professional Services. Journal of the Academy of Marketing Science.

Syafii, A., Rohimi, U. E., Shobichah, S., Atikah, N., & Rani, P. (2023). Broadcasting Communications in Encouraging Public Participation in Elections. Journal of World Science, 2(4), 571–575.

DOI: https://doi.org/10.24815/jr.v6i3.34152

Article Metrics

Abstract view : 0 times
PDF - 0 times


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Riwayat: Educational of History and Humanities indexed by


Riwayat: Educational of History and Humanities

E-ISSN 2775-5037
P-ISSN 2614-3917

Published by History Education Department, Faculty of Teacher Training and Education, Universitas Syiah Kuala, Province Aceh. Indonesia
W :https://jurnal.usk.ac.id/riwayat
E : riwayat@usk.ac.id

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.