Islamic Branding, Viral Marketing, Online Consumer Review, and Purchasing Decision: The Mediating Role of Purchase Intention

Abstract

This study aims to determine the effect of Islamic branding, viral marketing, and online consumer reviews on purchasing decisions on e-commerce Shopee with purchase intention as an intervening variable. This study uses quantitative methods with primary data obtained through the distribution of questionnaires. The data collection technique used the purposive sampling technique with the number of respondents as many as 96 respondents. The data analysis used includes instrument tests, statistical tests, classical assumption tests, and path analyses. Based on the test results show (1) Islamic branding has a positive and significant effect on purchasing decisions. (2) Viral marketing has a positive and significant effect on purchasing decisions. (3) Online consumer reviews have a negative and insignificant effect on purchasing decisions. (4) Purchase intention has a positive and significant effect on purchasing decisions. (5) Purchase intention can mediate Islamic branding on purchasing decisions. (6) Purchase intention is not able to mediate viral marketing on purchasing decisions. (7) Purchase intention is not able to mediate online consumer reviews of purchasing decisions.

Consumer Reviews, Ratings, and Gamification on Muslim Millennials’ Online Purchasing Decisions

“…This study reveals that online consumer reviews have a positive and significant effect on purchasing decisions. The result of this study is in line with Sholichin and Wisnalmawati (2021) and Wandira and Rahman (2021) that OCRs have a significant effect on consumer purchasing decisions. Reviews can provide relevant information about products and sellers at Shopee.…”

“…It means the OCRs and ratings turned out to be very useful for potential purchasers to assess alternative products and seller profiles before deciding to purchase. The results of this study thereby confirm the research of Sholichin and Wisnalmawati (2021), Wandira and Rahman (2021), Arbaini (2020), andJohan et al (2021).…”

“…Constantinides and Holleschovsky (2016) suggest that platform credibility, consumer trust, and dependence on reviews can be used as inputs in making purchasing decisions. Sholichin and Wisnalmawati (2021) and Wandira and Rahman (2021) stated that OCRs have a significant effect on consumer purchasing decisions. They are anticipated to 270 e-ISSN: 2503-4243 assist customers in making decisions quickly based on the reviews in a short amount of time (Mo et al, 2015).…”

“…OCR has a significant effect on consumer purchasing decisions (Sholichin & Wisnalmawati, 2021; Wandira & Rahman, 2021). Along with OCRs, Shopee also offers a rating option for customers.…”

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“…To attract customers from a wide range of demographics, Islamic brands combine empathy with Sharia principles from the very first steps of their marketing and customer service strategies (Pradana et al, 2022). However, branding a product following Islamic principles involves more than just giving it an Islamic name in the hopes that customers will be interested in buying it (Wandira & Rahman, 2021). Islamic branding promotes ideals, like integrity and fairness, to pique consumers' attention outside of the Muslim community (SNZ Bukhari & Isa, 2020).…”