THE EFFECT OF ONLINE CUSTOMER REVIEWS ON PURCHASE INTENTION: THE MEDIATING ROLE OF BRAND IMAGE OF MYKONOS PERFUME IN DENPASAR CITY

The local perfume industry in Indonesia has experienced rapid growth, as reflected in the increasing popularity of local perfume brands. However, this high level of digital engagement has not been accompanied by a corresponding increase in market share, indicating the existence of an intention–behavior gap. This study aims to examine the mediating role of brand image in the relationship between online customer reviews and the purchase intention of prospective consumers of Mykonos perfume in Denpasar City. A survey was conducted involving 100 respondents selected using a purposive sampling technique. The data were analyzed using path analysis and the Sobel test. The results indicate that online customer reviews have a positive and significant effect on both purchase intention and brand image. Furthermore, brand image has a positive and significant effect on purchase intention. The findings also confirm that brand image partially mediates the relationship between online customer reviews and purchase intention. The practical implication of this study is that companies should prioritize the effective management of digital customer reviews while ensuring product availability to better convert consumers' purchase intentions into actual purchasing behavior.