The Effect of Electronic Word of Mouth on Purchase Intention: The Mediating Role of Brand Image and Trust in the Context of Mykonos Perfume Products

This study examines the effect of electronic word of mouth (E-WOM) on purchase intention with brand image and trust as mediating variables in the context of Mykonos perfume products. The study is based on the rapid growth of local perfume brands in digital markets, where consumers frequently rely on online reviews, ratings, and recommendations before purchasing fragrance products. A quantitative approach was applied using survey data from 215 respondents who were familiar with Mykonos products. The data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). The findings show that E-WOM has a positive and significant effect on brand image, trust, and purchase intention. Brand image and trust also have positive and significant effects on purchase intention. Furthermore, brand image and trust significantly mediate the relationship between E-WOM and purchase intention. These results indicate that consumer-generated information in digital media can strengthen favorable brand perceptions, reduce perceived uncertainty, and encourage purchase intention. The study contributes to digital marketing literature by emphasizing the role of psychological mechanisms in transforming online communication into consumer purchase intention, particularly for local perfume products sold through e-commerce.