THE INFLUENCE OF PRICE PERCEPTION, E-WOM, BRAND AMBASSADOR, AND HALAL LABELING ON ARTHA LDT SKINCARE PURCHASING DECISIONS THROUGH BUYER INTEREST IN BESUKI SITUBONDO
Keywords:
Price Perception, E‑WOM, Brand Ambassadors, Halal Labeling, Purchase IntentionAbstract
This study conceptually examines how price perception, electronic word of mouth (E‑WOM), brand ambassadors, and halal labeling influence purchase decisions for Artha LDT skincare products, with purchase intention serving as an intervening variable. The research context is Besuki, Situbondo, where local halal-certified skincare brands have grown through online marketplaces and social media. Using theoretical synthesis from consumer behavior, marketing communications, and halal consumer studies, this paper develops hypotheses and a conceptual path model. The analysis suggests that perceived affordability and price–quality fit positively shape purchase intention; E‑WOM and credible brand ambassadors amplify trust and perceived value; halal labeling reduces perceived consumption risk and strengthens intention among Muslim consumers. Purchase intention mediates the relationship between the antecedents and actual purchase decision. Contributions include a contextualized model for halal skincare marketing and practical recommendations for MSME brands aiming to scale through digital channels.
Downloads
References
Ajzen, Icek. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes 50, no. 2 (1991): 179–211.
Arnould, Eric J., and Craig J. Thompson. “Consumer Culture Theory (CCT): Twenty Years of Research.” Journal of Consumer Research 31, no. 4 (2005): 868–882.
Cheung, Christy MK, and Dimple R. Thadani. “The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model.” Decision Support Systems 54, no. 1 (2012): 461–470.
Creswell, John W. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 4th ed. Thousand Oaks, CA: SAGE Publications, 2014.
Damis, Muhammad. “Price Perception and Consumer Behavior.” International Journal of Economics and Business 5, no. 2 (2021): 98–110.
Engel, James F., Roger D. Blackwell, and Paul W. Miniard. Consumer Behaviour. Fort Worth, TX: Harcourt Brace, 1995.
Firmansyah, Rahmad. “The Role of Micro-Influencers in Local Brand Growth.” Journal of Digital Marketing 7, no. 3 (2023): 210–225.
Ghozali, Imam. Multivariate Analysis Application with IBM SPSS 25 Program. Semarang: Diponegoro University Publishing Agency, 2018.
Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson. Multivariate Data Analysis. 7th ed. Upper Saddle River, NJ: Pearson, 2010.
Huang, Ying. “Micro-Influencers and Brand Authenticity in the Digital Age.” International Journal of Marketing Research 12, no. 2 (2020): 133–149.
Kaplan, Andreas M., and Michael Haenlein. “Two Hearts in Three-Quarter Time: How to Waltz the Social Media/Viral Marketing Dance.” Business Horizons 54, no. 3 (2011): 253–263.
Komang, Ayu C. "E-WOM and Online Purchase Behavior among Gen Z." E-Commerce Studies 2, no. 1 (2023): 30–49.
Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed. Upper Saddle River, NJ: Pearson Education, 2016.
Monroe, Kent B. Pricing: Making Profitable Decisions. 3rd ed. New York: McGraw-Hill/Irwin, 2003.
Nurmasari, Anisa. “Purchase Intention in Halal Cosmetic Products: Evidence from East Java.” Indonesian Journal of Marketing 3, no. 1 (2024): 45–60.
Ohanian, Roobina. “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness.” Journal of Advertising 19, no. 3 (1990): 39–52.
Schiffman, Leon G., and Leslie Lazar Kanuk. Consumer Behaviour. 10th ed. Upper Saddle River, NJ: Prentice Hall, 2010.
Sekaran, Uma, and Roger Bougie. Research Methods for Business: A Skill-Building Approach. 7th ed. Chichester, UK: Wiley, 2016.
Sugiyono. Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta, 2019.
Suryani, Tatik. “Label and Consumer Choice in Indonesian Halal Market.” Journal of Islamic Marketing 9, no. 4 (2018): 112–128.
Wilson, Jonathan AJ, and Junzhe Liu. “Shaping the Halal into a Brand?” Journal of Islamic Marketing 1, no. 2 (2010): 107–123.
Winasis, Hendra. “Decision-Making Process of Indonesian Consumers.” Journal of Consumer Studies 10, no. 2 (2022): 77–95.
