Intention to Buy Halal Cosmetics based on Social Media Activities, Brand Equity, and e-WOM

Abstract

This study aimed to analyze the impact of social media marketing activities on the intention to buy halal skin care products because previous studies showed that there were still inconsistencies in the findings regarding what factors can influence consumer buying interest. This study used a quantitative approach with purposive sampling technique. the sample criteria of this study was social media users who follow halal cosmetic’s account with a total of 200 respondents. The data analysis technique used in this study was the PLS-SEM method. The variables in this study were social media marketing activities, brand equity, electronic Word Of Mouth, and purchase intention. The results of this study indicate that social media marketing activities have a positive effect on brand equity, brand equity has a positive effect on electronic word of mouth, and the relationship between electronic word of mouth is stated to be positive on purchase intention. However, social media marketing activities do not significantly affect purchase intentions. The contribution of this research is that entrepreneurs can be encouraged to pay attention to the potential of social media marketing activities in forming patterns of developing marketing strategies because they can affect brand equity, electronic word of mouth, which in turn can encourage purchase intentions for halal skin care products. Keywords: Social Media Marketing Activity, Brand Equity, electronic Word Of Mouth (e-WOM), Purchase Intention. ABSTRAK Penelitian ini bertujuan untuk menganalisis dampak aktivitas pemasaran media sosial pada niat beli produk perawatan kulit halal karena pada penelitian-penelitian sebelumnya masih terdapat ketidakkonsistenan pada hasil temuan mengenai faktor apa saja yang dapat mempengaruhi minat beli konsumen. Metode dalam penelitian ini menggunakan pendekatan kuantitatif. Dengan teknik sampel purposive, sampel penelitian ini adalah pengguna media sosial yang mengikuti media sosial produk perawatan kulit halal dengan jumlah 200 responden. Teknik analisis data yang digunakan penelitian ini memakai metode PLS-SEM. Variabel pada penelitian ini yakni aktivitas pemasaran media sosial, ekuitas merek, electronic Word Of Mouth, dan niat beli. Hasil penelitian ini menunjukkan bahwa aktivitas pemasaran media sosial berpengaruh positif terhadap ekuitas merek, ekuitas merek terhadap electronic word of mouth memiliki pengaruh positif. Hubungan antara electronic word of mouth dinyatakan positif terhadap niat beli. Akan tetapi, pengaruh aktivitas pemasaran media sosial tidak signifikan mempengaruhi niat beli. Kontribusi penelitian ini agar pelaku bisnis memperhatikan potensi aktivitas pemasaran media sosial dalam membentuk pola pengembangan strategi pemasaran karena dapat mempengaruhi ekuitas merek, electronic word of mouth, yang pada akhirnya dapat mendorong niat beli pada produk perawatan kulit halal. Kata Kunci: Aktivitas Pemasaran Media Sosial, Ekuitas Merek, electronic Word Of Mouth (e-WOM), Niat Beli REFERENSI Abdillah, W. (2018). Metode penelitian terpadu sistem informasi: permodelan teoritis, pengukuran dan pengujian statistis. Yogyakarta: Andi Adriani, L. (2020). Pengaruh Islamic Religiosity dan Halal Knowledge terhadap purchase intention kosmetik halal dimediasi oleh attitude terhadap produk halal di Indonesia. AL-MUZARA’AH, 8(1), 57–72. Ahmad, F., & Guzman, F. (2021). Brand equity, online reviews, and message trust: The moderating role of persuasion knowledge. Journal of Product & Brand Management, 30(4), 549–564. doi:10.118/JPBM-09-2019-2564 Aji, P., Nadhila, V., & Sanny, L. 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