Abstract
ABSTRACTThe growth of the cosmetics industry in Indonesia is very encouraging for competition between cosmetic manufacturers in Indonesia. The cosmetic competition from South Korea increases the competition to be very complex. Indonesia, which is most important for Islam, poses a different challenge for cosmetic producers so that the religiosity factor must be considered. With the spread of the internet around the world, interpersonal communication has been reshaped from traditional face-to-face communication to a more virtual way of communication called electronic word of mouth (E-WOM), where consumers have a great opportunity to share information about their consumption experiences and for investment advice on products and brands using social networking platforms and consumer review sites. This study aims to study whether religiosity, EWOM, brand image, and attitudes influence purchase intention. The research sample is the people of Batam city who see cosmetics from South Korea. The number of samples in this study was 320 respondents with a purposive sample technique. Structural Equation Modeling (SEM) based on Partial Least Square (PLS) was used in this study. The results of this study are that religiosity affects attitudes and purchase intentions, EWOM affects attitudes and purchase intentions, and attitudes that affect purchase intentions. Everything else from this study is that brand image does not affect purchase attitudes and intentions. Keywords: religiostic, EWOM, brand image, attitude, purchase intention
Highlights
ABSTRAK Pertumbuhan industri kosmetik di Indonesia yang sangat pesat mendorong terjadinya persaingan antar produsen kosmetik di Indonesia
This study aims to study whether religiosity, electronic word of mouth (EWOM), brand image, and attitudes influence purchase intention
Electronic Word of Mouth and PurchaseLetters, 22(10), 3176–3180. ZAP, B. I. (2020). ZAP Beauty Index 2020. Zarrad, H., & Debabi, M. (2015). Analyzing the Effect of Electronic Word of Mouth on Tourists’ attitude toward Destination and Travel Intention. International Research Journal of Social Sciences, 4(4), 2319–3565
Summary
Purchase intention Purchase mengacu pada keinginan kesediaan seseorang untuk membeli sesuatu yang menambah nilai bagi konsumen sehingga purchase intention adalah pemikiran, keinginan dan minat konsumen terhadap suatu produk yang akan mengarah pada tindakan untuk membeli produk yang diinformasikan (Khan, Sarwar, et al, 2020). Studi yang berhubungan dengan komunikasi EWOM menunjukkan bahwa itu bisa memiliki pengaruh yang besar pada niat beli konsumen berdsarkan informasi yang dikumpulkan dari EWOM dapat memengaruhi niat membeli produk. Penelitian ini difokuskan pada sikap terhadap obyek (produk kosmetik korea) sedangkan behavioral intention merupakan salah satu tahapan yang akan dilalui konsumen dalam proses pembelian suatu produk. Menurut (Handriana et al, 2020) bahwa terdapat pengaruh yang positif antara kedua variabel tersebut menunjukkan bahwa sikap terhadap produk yang positif menghasilkan niat yang tinggi untuk membeli kosmetik halal pada konsumen wanita milenial muslim. Dengan sikap positif terhadap suatu produk kosmetik sangat mungkin konsumen akan melakukan pembelian kosmetik halal tersebut. Temuan ini sejalan dengan (Iranmanesh et al, 2019) yang menyatakan bahwa attitude merupakan prediktor signifikan niat untuk membeli pada konsumen muslim untuk makanan bersertifikat halal. Selain itu nilai Cronbach's Alpha juga lebih besar dari 0,5 dan nilai Composit Reability juga lebih besar dari 0,7 maka dapat disimpulkan bahwa semua variabel penelitian adalah realiabel (Ghozali & Latan, 2015)
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