Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention

Abstract

The 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

Faktor yang Memengaruhi Purchase Intention melalui Brand Image pada Skincare Lokal di Kota Batam

“…Purchase Intention mengacu pada tindakan yang dilakukan oleh pelanggan sebagai respons terhadap objek tertentu, hal tersebut menunjukkan keinginan dari pelanggan untuk melakukan suatu pembelian terhadap objek (Sanita et al, 2019). Bisa berupa komitmen pribadi untuk membeli suatu produk (Purwianti, 2021).…”

Analisa Kredibilitas Endorser Social Media Terhadap Purchase Intention Dengan Mediasi Brand Image Dan Attitude

“…Konsumen yang memiliki sikap positif terhadap produk memiliki kemungkinan untuk membeli produk yang ditawarkan (Purwianti, 2021;Hmoud et al, 2022;Siqi & Foong Yee, 2021). Dalam penelitiannya, (Bermúdez-González et al, 2022) beranggapan bahwa proses keputusan pembelian konsumen akan dipengaruhi oleh sikap, persepsi yang berbeda dari iklan dapat menyebabkan tanggapan afektif konsumen yang berbeda.…”

“…Dari pengujian pengaruh langsung di tabel 4 di atas, variabel Attitude mempunyai pengaruh positif dan signifikan terhadap variabel Puchase Intention yang dapat dilihat dari nilai T-Statistics-nya yang > 1,96 yaitu 12,403 dan memiliki nilai P-Value-nya yang < 0,05 yaitu 0,000. Hasil dari pengujian ini selaras dengan penelitian (Purwianti, 2021;Hmoud et al, 2022;Bermúdez-González et al, 2022;Siqi & Foong Yee, 2021). Attitude memiliki pengaruh signifikan terhadap Purchase Intention karena pandangan seseorang terhadap produk dapat memengaruhi bagaimana sikap yang ditunjukkan sehingga dapat meningkatkan niat beli konsumen atas kepercayaan yang diberikan.…”

The Influence of Need for Uniqueness, Bandwagon Effect and Reference Group on Purchase Intention Through Value-Expressive Function of Attitude as an Intervening Variable (Empirical Study on Hijab Buttonscarves)

“…There are four consumer behaviors related to purchasing intentions, such as: hesitant plans to buy a product, being firm about buying a product, thinking about buying a product in the future and buying a particular product in the future, so that you may not be in a rush to decide to shop over a long period of time (Tarif & Iqbal, 2015). This means that a consumer who has a high level of purchase intention will buy products more often when they go to the market or shop.Purchase intention has been widely researched in various industries to date, such as the healthy food industry (Siaputra & Isaac, 2020),e-commerce (Nursyirwan & Ardaninggar, 2020),smartphone (Iswara & Jatra, 2017), and the cosmetics industry (Purwianti, 2021). Looking at several studies regardingpurchase intention conducted in several industries by researchers shows thatpurchase intention It is still something that companies need to pay attention to and is quite interesting to research.…”