Pengaruh Labelisasi Halal, Personal Selling dan Online Customer Review Terhadap Keputusan Pembelian (Studi Pada Follower Instagram Scarlett Whitening)

Inayah, Fitrah Rahma; Parakkasi, Idris; Sofyan, A Syathir

doi:10.31000/almaal.v4i2.6610

Cited by 2 publications

(2 citation statements)

References 6 publications

(7 reference statements)

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“…This makes the skincare industry experience significant and very rapid progress. With the increasing needs and demands of consumers for facial skin care and maintenance products, competition in the skincare industry is becoming increasingly fierce (Inayah, 2023).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Islamic Branding, Price, and Online Customer Reviews on Purchase Decision for Wardah Skincare: A Study on Islamic Economics Student in Surabaya

Wienda Ayu Kusumawardhani,

Moh. Farih Fahmi

2024

FJMR

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The beauty industry, especially skincare, is currently experiencing significant progress so that skin care producers are required to be innovative and creative in their marketing strategies. With so many choices available to consumers, it becomes important for them to make the right decision when choosing skin care products. In connection with this trend, the author conducted research to investigate the impact of Islamic branding, price, and online customer reviews on purchasing decisions for Wardah skin care among Islamic Economics Students in Surabaya. This research uses quantitative methods, collecting primary data through distributing questionnaires from 160 respondents using purposive sampling. Data analysis was carried out using Structural Equation Modeling – Partial Least Square on SmartPLS 4. The findings showed that Islamic branding did not have a significant influence on purchasing decisions, while price and online customer reviews had a significant influence on Wardah skincare purchasing decisions. This shows that consumers, especially Islamic Economics Students in Surabaya, prioritize price and online reviews over the Islamic image of the Wardah skin care brand when making purchasing decisions.

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Section: Introductionmentioning

confidence: 99%

The Influence of Islamic Branding, Price, and Online Customer Reviews on Purchase Decision for Wardah Skincare: A Study on Islamic Economics Student in Surabaya

Wienda Ayu Kusumawardhani,

Moh. Farih Fahmi

2024

FJMR

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“…According to Inayah (2023), personal selling and OCR have a significant influence on product purchase decision. The results of Mahwan & Herawati (2021) showed that financial literacy had a positive influence on investment decision.…”

Section: Introductionmentioning

confidence: 99%

Determinant of Gold Investment Decision in Z Generation: A Study of Planned Behavior and Social Learning Theory

2024

MAR

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This study was conducted to analyze the determinant of gold investment decision by exploring the theories of planned behavior and social learning, with the model incorporating locus of control as a mediating variable. The respondents were Z generation gold investors of PT Pegadaian in Semarang City, Central Java, Indonesia. A purposive sampling method was used and Z generation selected digital gold investment as the preferred instrument.To achieve this preference, gold bullion was purchased as a means of savings, effectively eliminating the necessity for physical storage, and the data were collected through questionnaires, observations, and interviews. Subsequently, the collected data were subjected to analysis using structural equation modeling and the validity of the mediating variables was assessed using Sobel test. The results showed that there were direct and indirect influences of personal selling and financial literacy variables on locus of control and gold investment decision. However, online customer review (OCR) did not have a direct or indirect influence on the variable. In addition, financial literacy had a direct and indirect influence on investment decision through locus of control.

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Pengaruh Labelisasi Halal, Personal Selling dan Online Customer Review Terhadap Keputusan Pembelian (Studi Pada Follower Instagram Scarlett Whitening)

Cited by 2 publications

References 6 publications

The Influence of Islamic Branding, Price, and Online Customer Reviews on Purchase Decision for Wardah Skincare: A Study on Islamic Economics Student in Surabaya

The Influence of Islamic Branding, Price, and Online Customer Reviews on Purchase Decision for Wardah Skincare: A Study on Islamic Economics Student in Surabaya

Determinant of Gold Investment Decision in Z Generation: A Study of Planned Behavior and Social Learning Theory

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