PERAN MEDIASI CITRA MEREK ANTARA ELECTRONIC WORD OF MOUTH (E-WOM) DAN MINAT BELI KONSUMEN PRODUK KOSMETIK DI TOKOPEDIA

This study aims to determine and analyze the Mediating Role of Brand Image Between Electronic Word Of Mouth (E-Wom) Consumer Purchase Interest Cosmetic Products at Tokopedia. research is a quantitative with sampling method, namely Nonprobability method. The sample used 100 who have made purchase cosmetics results showed that e-wom had positive significant effect on buying interest. brand image variable has but not effect. this image, while mediation regression test concludes mediates These mean when consumers get information about cosmetic product from other before internet. Consumers believe they choose right product, so consumer interest in making purchases getting bigger.