Main Article Content
Abstract
Purpose – This study aims to determine the effect of altruism, moral obligation, and halal brand image on purchase intention for halal cosmetic products in Indonesia, mediated by e-WOM variables.
Methodology – This study uses a purposive sampling method to collect the data. The primary data was collected through questionnaires with criteria of Indonesian Muslims and following halal forum accounts on Instagram, such as @halskin, @halalcorner, @halalcornercommunity, @halalstyleid, and @lppommui.
Findings – Altruism positively but not significantly influences e-WOM, moral obligation positively and significantly influences e-WOM, e-WOM positively affects halal brand image and purchase intention, and halal brand image but does not significantly influence purchase intention.
Implications – This research is expected to provide directions and suggestions for further studies in the halal industry, especially with regard to the variables in this study. This research is also expected to help marketing managers see the response/reaction of potential customers to the halal brand image they have built so that they can strategize on the responses that already exist in this study. This study also suggests that halal cosmetic product companies can work with halal forums to discuss their products in halal forums. This aims to make people more aware of halal cosmetic products and increase their buying interest in them.
Originality/Value – This present study provides empirical studies that show that e-WOM can significantly influence HBI and PI because social media users can respond more positively when other consumers/social media users recommend the products
Keywords
Article Details
Copyright (c) 2023 Wulandini Az Zahrah, Istyakara Muslichah, Wan Nur Fazni Wan Mohamad Nazarie
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References
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- Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ halal brand purchase intention: An integrated approach. Management Decision, 56(4), 715–735. https://doi.org/10.1108/MD-11-2016-0785
- Bayu, D. (2022, February 16). Sebanyak 86,9% penduduk Indonesia beragama Islam. Data Indonesia. https://dataindonesia.id/varia/detail/sebanyak-869-penduduk-indonesia-beragama-islam
- Fachrurazi, Silalahi, S. A. F., Hariyadi, & Fahham, A. M. (2022). Building halal industry in Indonesia: The role of electronic word of mouth to strengthen the halal brand image. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2021-0289
- Farzin, M., & Fattahi, M. (2018). E-WOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
- Ghozali, I. (2017). Model persamaan struktural konsep dan aplikasi dengan program AMOS 24 update Bayesian SEM. Badan Penerbit Universitas Diponegoro Semarang.
- Islam, J. U., Shahid, S., Rasool, A., Rahman, Z., Khan, I., & Rather, R. A. (2020). Impact of website attributes on customer engagement in banking: A solicitation of stimulus-organism-response theory. International Journal of Bank Marketing, 38(6), 1279-1303. https://doi.org/10.1108/IJBM-12-2019-0460
- Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
- Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248
- López, M., & Sicilia, M. (2014). Determinants of e-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28–43. https://doi.org/10.4067/S0718-18762014000100004
- Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064
- Pratiwi, F. (2021, December 3). Sebanyak 75.385 kosmetik bersertifikasi halal sejak 2017. Republika. https://ekonomi.republika.co.id/berita/r3i03p457/sebanyak75385-kosmetik-bersertifikasi-halal-sejak-2017
- Rahman, M. A., Abir, T., Yazdani, D. M. N.-A., Hamid, A. B. A., & Mamun, A. Al. (2020). Brand image, e-WOM, trust and online purchase intention of digital products among Malaysian consumers. Journal of Xi’An University of Architecture & Technology, 12(3). https://doi.org/10.37896/jxat12.03/452
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- Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=78da44ba8162143831d66b716f2290b0dea0aa2b
- Van Emmerik, I. H., Jawahar, I. M., & Stone, T. H. (2005). Associations among altruism, burnout dimensions, and organizational citizenship behaviour. Work and Stress, 19(1), 93–100. https://doi.org/10.1080/02678370500046283
- Wang, Y. H., & Tsai, C. F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27-40. https://ssrn.com/abstract=2322833
- Wilson, J. A., & Grant, J. (2013). Islamic marketing – a challenger to the classical marketing canon? Journal of Islamic Marketing, 4(1), 7–21. https://doi.org/10.1108/17590831311306327
- Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006
References
Adisty, N. (2022, May 15). Tumbuh pesat, pemakaian produk kecantikan di Indonesia kian meningkat. Goodstats. https://goodstats.id/article/menilik-meningkatnya-konsumsi-produk-kecantikan-di-indonesia-LcQed
Aggarwal, A., & Rahul, M. (2017). Impact of perceived usability and perceived information quality on Indian consumer purchase intentions in online shopping: Implication of TAM and SOR theory. International Journal of Technology Transfer and Commercialisation, 15(2), 160-183. https://dx.doi.org/10.1504/IJTTC.2017.087683
Ali, A., Ali, A., & Sherwani, M. (2017). Shaping halal into a brand? factors affecting consumers’ halal brand purchase intention. Journal of International Food and Agribusiness Marketing, 29(3), 234–259. https://doi.org/10.1080/08974438.2017.1312657
Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ halal brand purchase intention: An integrated approach. Management Decision, 56(4), 715–735. https://doi.org/10.1108/MD-11-2016-0785
Bayu, D. (2022, February 16). Sebanyak 86,9% penduduk Indonesia beragama Islam. Data Indonesia. https://dataindonesia.id/varia/detail/sebanyak-869-penduduk-indonesia-beragama-islam
Fachrurazi, Silalahi, S. A. F., Hariyadi, & Fahham, A. M. (2022). Building halal industry in Indonesia: The role of electronic word of mouth to strengthen the halal brand image. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2021-0289
Farzin, M., & Fattahi, M. (2018). E-WOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
Ghozali, I. (2017). Model persamaan struktural konsep dan aplikasi dengan program AMOS 24 update Bayesian SEM. Badan Penerbit Universitas Diponegoro Semarang.
Islam, J. U., Shahid, S., Rasool, A., Rahman, Z., Khan, I., & Rather, R. A. (2020). Impact of website attributes on customer engagement in banking: A solicitation of stimulus-organism-response theory. International Journal of Bank Marketing, 38(6), 1279-1303. https://doi.org/10.1108/IJBM-12-2019-0460
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248
López, M., & Sicilia, M. (2014). Determinants of e-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28–43. https://doi.org/10.4067/S0718-18762014000100004
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064
Pratiwi, F. (2021, December 3). Sebanyak 75.385 kosmetik bersertifikasi halal sejak 2017. Republika. https://ekonomi.republika.co.id/berita/r3i03p457/sebanyak75385-kosmetik-bersertifikasi-halal-sejak-2017
Rahman, M. A., Abir, T., Yazdani, D. M. N.-A., Hamid, A. B. A., & Mamun, A. Al. (2020). Brand image, e-WOM, trust and online purchase intention of digital products among Malaysian consumers. Journal of Xi’An University of Architecture & Technology, 12(3). https://doi.org/10.37896/jxat12.03/452
Reimer, T., & Benkenstein, M. (2016). Altruistic e-WOM marketing: More than an alternative to monetary incentives. Journal of Retailing and Consumer Services, 31, 323–333. https://doi.org/10.1016/j.jretconser.2016.04.003
Sahir, S. H., Ramadhani, A., & Tarigan, E. D. S. (2016). Pengaruh gaya hidup, label halal dan harga terhadap keputusan pembelian kosmetik Wardah pada mahasiswa Program Studi Manajemen, Fakultas Ekonomi Universitas Medan Area Medan. JKBM; Jurnal Konsep Bisnis dan Manajemen, 3(1), 1-15. https://doi.org/10.31289/jkbm.v3i1.237
Sutanto, M. A., & Aprianingsih, A. (2016). The effect of online consumer review toward purchase intention: A study in premium cosmetic in Indonesia. Proceedings International Conference on Ethics of Business, Economics, and Social Science. https://eprints.uny.ac.id/41788/1/18%20Monica%20Adhelia%20Sutanto.pdf.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=78da44ba8162143831d66b716f2290b0dea0aa2b
Van Emmerik, I. H., Jawahar, I. M., & Stone, T. H. (2005). Associations among altruism, burnout dimensions, and organizational citizenship behaviour. Work and Stress, 19(1), 93–100. https://doi.org/10.1080/02678370500046283
Wang, Y. H., & Tsai, C. F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27-40. https://ssrn.com/abstract=2322833
Wilson, J. A., & Grant, J. (2013). Islamic marketing – a challenger to the classical marketing canon? Journal of Islamic Marketing, 4(1), 7–21. https://doi.org/10.1108/17590831311306327
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006