THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND HALAL LABELING ON THE PURCHASE INTENTION OF SOMETHINC SKINCARE WITH BRAND IMAGE AS A MEDIATING VARIABLE IN UNIVERSITAS SYIAH KUALA STUDENTS
Abstract
This research aims to analyze the influence of electronic word of mouth and halal labeling on interest in purchasing certain types of skincare with brand image as a mediating variable. The objects of this research are students at Syiah Kuala University. This research uses a quantitative approach, with a probability sampling method using proportional random sampling technique with a sample size of 100 respondents. The data analysis techniques used are path analysis and Sobel test. Based on the results of the research analysis, it was found that electronic word of mouth had a positive and significant effect on buying interest. Halal labeling has a positive and significant effect on purchasing interest. Electronic word of mouth has a positive and significant effect on brand image. Halal labeling has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing interest. And the results of the Sobel test on indirect influence show that brand image mediates the influence of electronic word of mouth and halal labeling on purchasing interest.
Keywords: Electronic Word Of Mouth, Halal Labeling, Purchase Intention, Brand Image, Skincare Somethinc
Full Text:
PDFReferences
Ardiansyah, PW, & Nilowardono, S. (2019). The Influence of Brand Image, Product Innovation and Social Media Marketing on Samsung Smartphone‘s Buying Interest: Case Study on Narotama University Students. International Journal of Entrepreneurship and Business Development. 2 (2), 210-217.
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen. 4(1), 39-50.
Benowati, S. G., & Purba, T. (2020). Pengaruh citra merek dan electronic word of mouth terhadap minat beli kosmetik Wardah di kota Batam. Journal Of Management, Accounting, Economic and Business. 1(2), 356-370.
Compas.co.id. (2020). 10 Brand Skincare Lokal Terlaris di Online Marketplace. https://compas.co.id/article/brand-skincare-lokal-terlaris/. 22 November 2023 (20.21).
Edeline, J., & Praptiningsih, M. (2022). Pengaruh Electronic Word Of Mouth Terhadap Purchase Intetion Pada Produk Somethinc Melalui Brand Image Sebagai Variabel Intervening Di Media Sosial Instagram. Agora. 10(2).
Hamdani, NA, & Maulani, GAF (2018). The influence of E-WOM on purchase intentions in local culinary business sector. International Journal of Engineering & Technology. 7 (2.29), 246-250.
Harjadi, D., Suhardi, D., & Ayisiyah, N. (2019). Electronic-Word Of Mouth And Product Quality On Buying Interest Through Trust In Online Shops. Trikonomika,18 (2), 74-79.
Kholfifah, S., & Supriyantol, A. (2022). Pelngaruh Labellisasi Halal, Citra Melrelk, Olnlinel Custolmelr Relvielw, Sellelbrity Elndolrselmelnt Dan Pelrceliveld Advelrtising Valuel Telrhadap Kelputusan Pelmbellian Prolduk Kolsmeltik Yang Belrselrtifikat Halal. Jurnal Manajelmeln Dan Pelnellitian Akuntansi, 15(1), 1–13. https://doli.olrg/10.58431/jumpa.v15i1.187.
Luthfatul, A., & Afandi, A. (2023). Pengaruh Kualitas Produk dan Penggunaan Label Halal Serta BPOM Terhadap Minat Beli Skincare Wardah (Studi Kasus pada Mahasiswa di Fakultas Agama Islam Universitas Muhammadiyah Sumatera Utara). Syarikat: Jurnal Rumpun Ekonomi Syariah. 6(2), 336-347.
Meutia, RF, Sinulingga, S., Fawzeea, BK, & Sadalia, I. (2020). The Influence Of Consumer Perception And Brand Image On The Purchasing Interest In Killiney Coffee Shops Among The Young Generation In Medan. International Journal on Language, Research and Education Studies. 4 (1), 164-179.
Muzammil, A., Safrika, A., Siregar, MR, & Kesuma, TM (2023). The Role of Gender on the Effects of Product Quality Attributes and eWOM on Tourist Visit Decision and Revisit Intention: Agro-Tourism in Aceh. International Journal of Progressive Sciences and Technologies (IJPSAT). 38 (1), 465-480.
Nopianti, A. M. N. (2022). Pengaruh Label Halal dan Harga Terhadap Minat Beli Konsumen pada Produk Kosmetik (Studi Kasus Siswa/Siswi Perhotelan SMK Negeri 1 Ciamis). Jurnal Kewarganegaraan 6(2).
Nurhayati, S., & Ardianingsih, A. (2021). Analisis Digitalisasi Pemasaran Berbasis Media Sosial Untuk Meningkatkan Daya Saing Usaha Kecil Menengah (UKM) di Pekalongan. Jurnal Ekonomi Dan Bisnis. 24 (1), 66-74.
Pandiangan, K., Masiyolnol, M., & Dwi Atmolgol, Y. (2021). Faktolr-Faktolr Yang Melmpelngaruhi Brand Elquity: Brand Trust, Brand Imagel, Pelrceliveld Quality, & Brand Lolyalty. Jurnal Ilmu Manajelmeln Telrapan, 2(4), 471–484. https://doli.olrg/10.31933/jimt.v2i4.459.
Prasasti, C. A., & Ekawaty, M. . (2022). Pengaruh Label Halal, Pendapatan, Harga Produk, Dan Religiusitas Terhadap Keputusan Pembelian Produk Kosmetik Hand Body Lotion (Studi Pada Mahasiswi Muslim Di Kota Malang). Jurnal Syarikah : Jurnal Ekonomi Islam. 8(1), 140–155.
Putri, H., & Hidayah, RT (2023). Pengaruh Elektronik Word Of Mouth (Ewom) Dan Brand Image Terhadap Minat Beli Pada Skincare Avoskin Beauty Melalui Platform Media Sosial Tiktok. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). 10 (2), 1564-1576.
Somethinc, SOMETHINC Official Website Retrivied November 2023 https://somethinc.com/.
Sulthana, AN, & Vasantha, S. (2019). Influence Of Electronic Word Of Mouth eWOM On Purchase Intention. International Journal Of Scientific & Technology Research. 8 (10), 1-5.
Umayyah, R., & Zulfa, M. (2021). Peran Labelisasi Halal Dan Daya Tarik Iklan Dalam Membangun Minat Beli Konsumen Dengan Citra Merek Sebagai Variabel Pemediasi. Jurnal Ekonomi dan Bisnis. 22(1), 45-58.
Wardhana, H. W., Wahab, Z., Shihab, M. S., & Yuliani, Y. (2021). Pengaruh Electronic Word Of Mouth (E-Wom) Dan Celebrity Endorsement Terhadap Minat Beli Konsumen: Studi Pada E-Commerce Zalora dengan Brand Image Sebagai Variabel Mediasi. Coopetition: Jurnal Ilmiah Manajemen. 12(3), 431-446.
Refbacks
- There are currently no refbacks.