ANALISIS PENGARUHISLAMIC BRANDING, HARGA, ELECTRONIC WORD OF MOUTH, DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE PRODUK KECANTIKAN DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI (Studi Kasus Generasi Y dan Generasi Z di Jawa Tengah)

Abstract

This study aims to examine the effect of Islamic branding, price, electronic word of mouth, and country of origin on purchasing decisions and the mediating effect of buying interest. This study uses primary data which is distributed to 100 millennial and generation z respondents who live in Central Java. Data processing using multiple linear regression analysis and path analysis. The results obtained simultaneously with Islamic branding, price, electronic word of mouth, and country of origin variables have a positive and significant effect on buying interest and purchasing decisions. Partially the independent variables have a positive and significant effect on buying interest, except for the Islamic branding variable which has a positive and insignificant effect. As for the purchase decision variable, partially the independent variable has a positive and significant effect, except for the Islamic branding variable which has a negative and insignificant effect. And the mediating effect of buying interest on the independent

The Role of Mediation in Purchase Intention in Affecting the Decision to Purchase Health Supplement Products

“…The ninth finding of this research reveals that e-WOM has a positive effect on purchase decisions mediated by purchase intention. This result aligns with the previous research (Arta & Yasa, 2019;Millah & Indriyani, 2021;Rosita et al, 2022). It means that when consumers receive positive information or recommendations about health supplements through electronic communication channels, it affects not only their intention to purchase the product but also their final decision actually to make the purchase.…”

“…Brand image refers to the perception that consumers have of a particular brand. Research findings have shown that these factors significantly impact purchase decisions and purchase intent as mediation, as indicated in recent studies (Khairunnisa et al, 2022;Millah & Indriyani, 2021;Primadani et al, 2021;Rosita et al, 2022).…”