This study examines the impact of Electronic Word-of-Mouth (e-WOM) on
purchase intentions, mediated by brand image, for Ourdaylee skincare products.
Utilizing quantitative methods, data was gathered from individuals familiar with
Ourdaylee through online reviews or social media. Data collection was conducted
through an online questionnaire with responses measured on a Likert scale, and
analyzed using SPSS 27.0. The study confirms four key hypotheses: (1) e-WOM
significantly and positively influences purchase intentions, indicating that favorable
online reviews boost consumer likelihood to purchase; (2) e-WOM enhances brand
image, improving overall consumer perception and reputation of Ourdaylee; (3) a
strong brand image directly increases purchase intentions; and (4) the effect of e-
WOM on purchase intentions is mediated by brand image, with positive e-WOM
bolstering brand image and, subsequently, purchase intentions. The findings
suggest that brands should leverage positive e-WOM and enhance brand image to
boost purchase intentions. Future research should explore additional consumer
satisfaction factors and include more diverse samples for broader insights.