The influence of word of mouth digital marketing and service quality on buying interest halal skincare

##plugins.themes.academic_pro.article.main##

Aura Kusuma
Muhammad Sholahuddin

Abstract

As the number of people increases, the number of providers or producers of these products and services increases, consumers are increasingly required to be selective in choosing and buying products that suit their needs. In making a purchase decision, a consumer will go through several stages, starting from searching for information about the product or service to be purchased, as well as alternatives or other choices of these products and services. This study attempts to identify the influence of word of mouth, digital marketing and service quality on purchase intention. Purposive sampling is used in this quantitative research method, which collects data from a sample of 98 respondents using a questionnaire. Multiple regression to analyze data. The study's result show that while Word of mouth has not significant impact on buying interest Skincare Halal, Digital marketing has a positive and significant impact on buying interest skincare halal and Service Quality has a positive and significant impact on buying interest. This finding provides insight for halal skincare companies that digital marketing and service quality play a role in consumer buying interest. The research contributes to the existing body of knowledge in the field of consumer behavior and marketing, specifically focusing on halal skincare products. It provides actionable insights for halal skincare companies to enhance their marketing and service approaches and ultimately increase their chances of attracting more customers.

##plugins.themes.academic_pro.article.details##

How to Cite
Kusuma, A., & Sholahuddin, M. (2023). The influence of word of mouth digital marketing and service quality on buying interest halal skincare. Enrichment : Journal of Management, 13(3), 1872-1882. https://doi.org/10.35335/enrichment.v13i3.1566

References

Agra, B., & Prakoso, S. T. (2022). Building Consumer Buying Interest through Content Marketing and Consumer Engagement. Management Analysis Journal, 11(1), 65–70. https://doi.org/10.15294/maj.v11i1.54277
Albi, K. (2020). Pengaruh Pemasaran Digital dan Suasana Toko Terhadap Minat Beli di Kedai Kopi S. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 3(1), 21 - 30. https://doi.org/10.36407/jmsab.v3i1.116
Adianto, T. E., & Sari. D. K. (2023). The Influence of Digital Marketing, Brand Equity, and Brand Ambassadors on Interest in Buying Skincare”. Indonesian Journal of Innovation Studies 21 (January), 10.21070/ijins.v21i.752. https://doi.org/10.21070/ijins.v21i.752
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111-118
Bernarto, I., M. Wilson, & I. N. Suryawan. 2019. Pengaruh website design quality, service quality, trust dan satisfaction terhadap repurchase intention: Studi kasus pada tokopedia.com. Jurnal Manajemen Indonesia 19 (1): 80-90.
Benowati, S. G., & Purba, T. (2020). Pengaruh Citra Merek dan Electronic Word of Mouth Terhadap Minat Beli Kosmetik Wrdah di Kota Batam. Journal of Management, Accounting, Economic and Business, 1(1), 56–70.
Budiyanti, H., & Patiro. (2018). Perceived fairness, emotions, and intention of fast food chain restaurants customers in Indonesia. Gadjah Mada International Journal of Business 20 (2): 229-253.
Drummond, C., O’Toole, T. & McGrath, H. (2020) ‘Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), 1247-1280.
Gultom, T. M., & Kriestian NAN, A. (2016). Pengaruh Penempatan Produk Dan Kesesuaian Iklan Pada Minat Beli Yang Dimoderasi Sikap Merek Di Advergames. Benefit: Jurnal Manajemen Dan Bisnis, 1(1), 79. https://doi.org/10.23917/benefit.v1i1.2368
Harini, C., Wulan, H. S., & Agustina, F. (2022). Upaya Meningkatkan Volume Penjualan Menggunakan Digital Marketing Pada Umkm Kota Semarang. Jurnal Manajemen Dayasaing, 23(2), 90–96. https://doi.org/10.23917/dayasaing.v23i2.16860
Harto, B., Rukmana, A. Y., & Rozak, A. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian di Mediasi Brand Image. Jurnal Administrasi Bisnis.
Husen, A., Sumowo, S., Rozi, A. F & (2018). The Effect Of Locations, Brand Images And Word Of Mouth To Consumer Buying Decisions On Mie Ayam Solo Bangsal Jember. In Jurnal Manajemen Dan Bisnis Indonesia (Vol. 4, Issue 2). intention : Variabel trust sebagai variabel mediasi. Jurnal Manajemen dan Pemasaran Jasa 11 (2): 291-310.
Indriana, A., Sholahuddin, M. (2022). Pengaruh e-WOM dan Celebrity Endorser terhadap Niat Beli yang Dimediasi oleh Brand Gambar: Studi Produk Kosmetik Halal. 0, 197–210. https://doi.org/10.32996/jbms
Kanisa, N. N. (2017). Pengaruh gaya hidup dan kelompok acuan pada keputusan konsumen menggunakan jasa studio foto. Skripsi thesis, Sanata Dharma University. http://repository.usd.ac.id/id/eprint/11619
Kim, J. D. ; Kim, S. G. ; Kwon, C. H. (2004) Comparison of forage yield and quality of forage legumes. J. Anim. Sci. Technol., 46 (3): 437-442
Kotler, P. (2002). Manajemen Pemasaran, Edisi Millenium, Jilid 2, PT Prenhallindo, Jakarta
Kotler, P., & Keller, K. L. (2016). Marketing Management 16 edition. New Jersey: Pearson.
Kotler, P & Keller K.L. 2(016). Marketing Managemen, 15th Edition, Pearson Education,Inc
Kussudyarsana, N. K. R., Sholahudin, M., & Ahmad, N. (2021). The Effect of Testimonials , Service Quality and Service Price Perceptions Mediated by Variety Seeking Variables on Purchase Decisions Personal Shopper (@ Jastipsolo _) Pengaruh Testimoni , Kualitas Pelayanan dan Persepsi Harga Layanan yang Dimediasi Oleh. 66–78.
Laudon. K, & Laudon. J (2019) Management Information Systems: Managing the Digital Firm 16th Global Edition: Pearson.
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-5131.
Lucyantoro, B., & Rachmansyah, M. (2018). Penerapan Strategi Digital Marketing, Teori Antrian Terhadap Tingkat Kepuasan Pelanggan (Studi Kasus di MyBCA Ciputra World Surabaya). Jurnal Ekonomika ’45, 5(1), 39–40.
Mahendrayasa., Hanu C., Kumadji., Srikandi., Abdillah., & Yusri. (2014). Pengaruh Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB)|Vol. 12 No. 1 Juli 2014, hal. 1 – 7.
Makrides, A., Vrontis, D., & Christofi, M. (2020). The gold rush of digital marketing: assessing prospects of building brand awareness overseas. Business Perspectives and Research, 8(1), 4-20.
Maritha, R. F., & Kuswati, R. (2022). E-WOM and Adoption E-Wallet: The Role of Trust as a Mediating Variable. Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022), 655(Icoebs), 186–195. https://doi.org/10.2991/aebmr.k.220602.024
Mewoh, F. M., Tampi, J. R. E., Mukuan, D. D. S., Ilmu, J., & Bisnis, A. (2019). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis, 9(1).
Nursiam, N., Yanissa, A. A. M., & Ariani, K. R. (2020). Simplicity, Price, Quality of Service and Safety Towards The Decision to Purchase Products Through Shopee.id Application. Riset Akuntansi Dan Keuangan Indonesia, 5(1), 71–82. https://doi.org/10.23917/reaksi.v5i1.10682
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
Pangkey, F. M., Furkan, L. M., & Mulyono, L. E. H. (2019). Pengaruh Artificial Intelligence Dan Digital Marketing Terhadap Minat Beli Konsumen. Jmm Unram - Master Of Management Journal, 8(3), 258–269.
Pradipta, A. R., Salsyabila, S. R., & Kusnanto, D. (2021). Pengaruh Service Quality and Promotion terhadap Buying Interest. Jurnal Manajemen, 13(2), 179–187
Priansa, D. J. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta.
Purwanti, A., & Wahdiniwaty, R. (2017). Analisis Kualitas Pelayanan, Kepercayaan, Dan Kewajaran Harga Pengaruhnya Terhadap Loyalitas Pelanggan Pada Cinderella School of English for Children di Bandung. Jurnal Ilmiah Magister Manajemen Unikom (JIMM Unikom). ISSN: 2460 089X. Pp. 62 – 74
Rahma, Y.P., & Setiawan, M.B. (2022). Pengaruh Brand Ambassador, Electronic Word of Mouth (e-WOM) dan Citra Merek terhadap Minat Beli Produk Sunscreen Azarine. Jurnal Ekonomi dan Bisnis Vol. 11 No 4. Hal 744-752.
Santos, J. (2003). E service quality: a model of virtual service quality dimensions. Managing Service Quality: An International Journal (1):. 3, pp. 233-246.
Samoszuk, S. (2011). Service Quality. Retrieved June 11, 2016, from Study.com: http://study.com/academy/lesson/service-quality-definition-dimensions.html
Setiadi, N. J. (2003). Perilaku Konsumen: Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Prenada Media. Bandung
Simamora, B. (2001). Memenangkan Pasar dengan Pemasaran Efektif dan. Profitabel. Jakarta: Gramedia Pustaka Utama.
Tjiptono, F. (2015). Strategi Pemasaran, Edisi 4, Yogyakarta: Andi
Wilson, N., & Keni. K. (2018). Pengaruh website design quality dan kualitas jasa terhadap repurchase
Wilson, N., & R. Christella. (2019). An empirical research of factors affecting customer satisfaction: A case of the Indonesian e-commerce industry. DeReMa Jurnal Manajemen 14 (1): 21- 44.
Wilson, N., Keni, K., & Tan, P. H. P. (2019). The effect of website design quality and service quality on repurchase intention in the E-commerce industry: A cross-continental analysis. Gadjah Mada International Journal of Business, 21(2), 187–222. https://doi.org/10.22146/gamaijb.33665
Zhou, T., Lu, Y., & Wang, B.(2009). The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management 26: 327–337.