ABSTRACT
Massive amounts of online product purchases have been carried out by e-commerce companies in Indonesia. Consumer behavior is determined by looking at the level of purchase intentions that are influenced by the strategy of the company. In this study, the focus is on electronic word of mouth (eWom) and brand equity. Data is collected from customers who have conducted electronic transactions, then processed using WarpPls. The results show, eWom and brand equity have a significant effect on purchase intentions, but the two variables are not correlated in any way. It is the work of the marketers to tap into the varied characteristics of consumers by providing better communication strategies.
