This study is motivated by the increasing public interest in fragrance products,
especially perfume, which is marked by the significant growth of the fragrance
industry’s user since 2017. Along with this trend, many new cosmetic brands have
emerged, creating increasingly fierce competition in the market. Therefore, this
study aims to analyze how brand image can mediate the relationship between
eletronic word of mouth (E-WOM) and purchase intention towards Alchemist
Fragrance brand. The research method used is quantitative with data collection
through questionnaires, using purposive sampling techniques through Google Form
with a 5-point Likert scale. The respondents in this study were 244 people that’s
familiar with Alchemist Fragrance brand, have exposure of online reviews on
Alchemist Fragrance’s perfume products on Shopee and Tokopedia, lastly, no past
purchases of Alchemist Fragrance’s perfume products. The data obtained were
analyzed using SmartPLS 4.0.9.9. The results of the study indicate that E-WOM
influences purchase intention, E-WOM influences brand image, brand image
influences purchase intention, and brand image plays a mediating role in the
relationship between E-WOM and purchase intention.