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This study was designed to determine the impact of positive E-WOM, brand attitude, satisfaction, and brand awareness towards purchase intention of Wardah Exclusive Lip Cream. Purposive sampling is used by comprising questionnaire of 124 respondents that are @wardahbeauty Instagram’s followers. Data analyzed using Structural Equation Modeling (SEM) using SmartPLS 3.0. The impact of Positive E-WOM to Brand Attitude, Satisfaction, and Brand Awareness is significant, positive and supported. Positive E-WOM, Brand Attitude, Satisfaction, and Brand Awareness to Purchase Intention has significant, positive and supported impact. Brand Awareness has no significant impacts, positive impact but not supported to Satisfaction.

Creating Purchase Intention Throughs Positive Electronic Wom, Brand Attitude, Satisfaction, and Brand Awareness. Case of Wardah Exclusive Lip Cream on Instagram