The Influence of eWOM, Brand Image, and Trust on Online Purchase Intention of Local Perfume Products HMNS (A Case Study on Gen Z)

The advancement of digital technology and the increasing penetration of the internet have transformed consumer behavior, particularly among Gen Z, who rely heavily on social media in their purchasing decisions. One of the key marketing strategies in e-commerce is Electronic Word of Mouth (eWOM), which is closely linked to brand image and trust. This study aims to evaluate the influence of eWOM, brand image, and trust on the online purchase intention of local perfume brand HMNS among Gen Z. Using a quantitative approach, this research employs a survey method involving 223 respondents categorized as Gen Z who are familiar with HMNS products. Data collection was conducted through an online questionnaire, while data analysis was carried out using the Structural Equation Modeling (SEM) method. The study tested six hypotheses, five of which were found to be significant. However, the results indicate that brand image does not have a positive influence on online purchase intention.