This research aims to determine the effect of e-WOM quality, quantity and source credibility on consumer online purchase intention towards cosmetic products among Sultan Idris Education University (UPSI) student. A quantitative approached was used in this research. Self-administered questionnaire was used as an instrument to collect the data. A sample for this study consisted of 238 students, which selected using stratified sampling technique. The data were analysed using Multiple Regression Analysis. The findings showed that e-WOM quality, quantity and source credibility has a positive and significant effect on consumers’ online purchase intention. In conclusion, the quality, quantity and source credibility of e-WOM play an important roles to influence the customer intention to purchase online. In implication, online business should pay attention on the important role of e-WOM as to induce the consumer purchase intention. As for the customer, e-WOM could serve as the best.....

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