ASIAN JOURNAL OF ISLAMIC MANAGEMENT (AJIM)
VOLUME 2 ISSUE 1, 2020

Factors affecting the intention to purchase halal cosmetics on Instagram: E-WOM and brand image

Muhammad Farid Wajdi (Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia)
Hendy Mustiko Aji (Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia)
Suwarsono Muhammad (Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia)



Article Info

Publish Date
11 Sep 2020

Abstract

Purpose: This research is conducted to understand the effect of E-WOM and brand image on purchase intention of halal cosmetics which are sold online through Instagram.Methodology: This research is quantitative research. The data used in this research is primary data which is collected using a questionnaire. The sampling technique is purposive sampling with 93 research samples.Findings: This research shows that the purchase intention of halal cosmetics through Instagram is simultaneously influenced by E-WOM and brand image. This finding support previous researches related to the effect of E-WOM and brand image on purchase intention.Originality/Value: This research is a replication-based model and is adapted from published research. The originality in this research is in the context of object and location. Various halal cosmetics that are being sold online through Instagram are the main focus to be researched on. This main focus has not been being researched beforehand.

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Journal Info

Abbrev

AJIM

Publisher

Subject

Decision Sciences, Operations Research & Management Social Sciences Other

Description

The Asian Journal of Islamic Management (AJIM) is a peer-review journal publishes quality and in-depth analysis on current issues within Asia and Islamic management topics. The journal publishes twice a year every June and December. AJIM welcomes strong and original evidence-based empirical studies ...