The Influence of E-WoM, Brand Attitude, and Brand Love on Online Consumer Purchase Intentions for Halal Skincare Products
Abstract
This study investigates the influence of Electronic Word of Mouth (E-WoM), brand disposition, and brand affection on consumers’ online purchase intentions specifically within the halal skincare product segment. Grounded in the Theory of Planned Behavior and the Affect Transfer Theory, this research explores how cognitive and emotional brand evaluations, combined with peer-generated online information, shape consumer decision-making in a faith-driven market. While prior studies predominantly emphasized affirmative word of mouth or examined these variables in isolation within conventional cosmetic contexts, this study integrates them in the emerging domain of halal skincare a sector where ethical alignment and perceived credibility are crucial. The research focuses on The Originote, a halal-certified skincare brand, with a purposive sample of 229 respondents including potential buyers, current users, and past consumers of the brand. This sampling method was selected to ensure participants had relevant exposure or intent toward halal skincare, though it limits broader generalization. Data were analyzed using SEM-PLS (version 3.2.9). Findings confirm that E-WoM, brand disposition, and brand affection each have a significant and positive effect on online purchase intention. Furthermore, the study highlights that various forms of E-WoM, such as customer reviews, product ratings, and influencer endorsements, differentially influence purchasing behavior, underscoring the strategic value of digital engagement in halal consumer markets.
Downloads
References
Abadi, A. P., & Fitri, R. (2022). Peran citra merek sebagai mediasi electronic word of mouth terhadap minat beli skincare Avoskin. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 17(1), 20–29. https://doi.org/10.32812/jibeka.v17i1.993
Alfinaldi, A. (2023). Pengaruh fashion influencer terhadap brand attitude dan niat beli konsumen. Universitas Islam Indonesia Repository. dspace.uii.ac.id/123456789/46151
Angelika, F., & Setiawan, S. (2020). Pengaruh self-expressive brand terhadap e-loyalty dan e-WoM dengan mediasi brand love pada e-commerce Sociolla. Journal of Accounting and Business Studies, 5(2), 19–37. https://doi.org/10.61769/jabs.v5i2.480
Annisa, S., Mukhsin, M., Study, P., Syariah, E., Ekonomi, F., Bisnis, D., Sultan, U., & Tirtayasa, A. (2024). Pengaruh sertifikasi halal dan harga terhadap keputusan pembelian pada produk skincare The Originote. Jurnal Ekonomi Manajemen Dan Bisnis, 1(5), 1–7. https://doi.org/10.62017/jemb
Bimantari, C. (2019). Pengaruh kesadaran merek, kualitas yang dirasakan, dan brand attitude pada purchase intention Biskuit Oreo di Surabaya. Jurnal Bisnis dan Manajemen, 8(2). https://doi.org/10.14414/jbb.v8i2.1548
Daud, M., Rosita, S., & Solikhin, A. (2021). Pengaruh budaya organisasi dan karakteristik individu terhadap motivasi kerja dan dampaknya terhadap kinerja pegawai pada Dinas Pendidikan Kabupaten Indragiri Hilir Riau. Jurnal Ilmu Manajemen Terapan, 2(6), 815–829. https://doi.org/10.31933/jimt.v2i6.647
Febryan, K., & Lahindah, L. (2020). Pengaruh brand ambassador dan e-WoM terhadap brand love Tokopedia. Journal of Accounting and Business Studies, 5(2), 54–68. https://doi.org/10.61769/jabs.v5i2.482
Farichatun Nisa’, N. B. G., Damayanti, E. W., & Saragih, Y. F. M. (2024). Pengaruh customer relationship management dan kualitas pelayanan terhadap loyalitas konsumen. Jurnal Riset Manajemen Dan Ekonomi (Jrime), 2(2), 52–63. https://doi.org/10.54066/jrime-itb.v2i2.1490
Gustika, R., Firta, W., Mantauv, C. S., Fahrozi, M., & Sandi, D. K. (2021). Journal of Social and Economics Research. Jurnal Sosial Dan Ekonomi, 3(2), 123–138.
Hidayah, A. (2020). Faktor-faktor pembentuk loyalitas merek trend fashion Muslim melalui brand love sebagai variabel intervening. Skripsi Universitas Islam Negeri.
Hernando, F. D., & Wulansari, N. (2024). Pengaruh budaya organisasi dan organizational citizenship behavior (OCB) terhadap turnover intention di Marawa Beach Club Padang. Fillgap in Management and Tourism.
Iswara, G. A. N., & Santika, I. W. (2019). Peran citra merek dalam memediasi pengaruh e-WoM terhadap minat beli sepatu merek Bata. E-Jurnal Manajemen Universitas Udayana, 8(8), 5182. https://doi.org/10.24843/ejmunud.2019.v08.i08.p18
Katuuk, E. L., Mandey, S. L., & Poluan, J. G. (2022). Pengaruh e-WoM dan citra merek terhadap purchase intention produk kosmetik Wardah (Studi pada mahasiswi FEB Unsrat Manado penyimak beauty vlogger kosmetik Wardah). Jurnal EMBA, 10(3), 69. https://doi.org/10.35794/emba.v10i3.41443
Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Maisam, S., & Mahsa, R. (2016). Positive word of mouth marketing: Explaining the roles of value congruity and brand love. Journal of Competitiveness, 8, 5–19. https://doi.org/10.7441/joc.2016.01.02
Minarto, A. H., Felita, E., & Thio, S. (2021). Kepercayaan dan sikap konsumen terhadap minat pemesanan hotel di Traveloka. Jurnal Manajemen Perhotelan, 7(1), 1–9. https://doi.org/10.9744/jmp.7.1.1-9
Nurmahendra, P., & Setyawan, A. A. (2023). Pengaruh electronic word of mouth terhadap brand attitude dan purchase intention merek pada produk Uniqlo di Surakarta. Jurnal Informatika Ekonomi Bisnis, 5, 1115–1120. https://doi.org/10.37034/infeb.v5i4.711
Palupi, D. (2022). Pengaruh label halal terhadap minat beli produk skincare dengan religiusitas sebagai variabel moderasi (Studi penelitian pada konsumen produk skincare Kota Bandar Lampung).
Pangestu, Y., & Kuswati, R. (2024). The Role of Green Brand Love in Mediating Reliability, Attractiveness, and Informativeness toward Green Customer Citizenship Behavior. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 3398-3415. https://doi.org/10.31538/iijse.v7i2.5020
Pujadi, B. (2010). Studi tentang pengaruh citra merek terhadap minat beli melalui sikap terhadap merek (Kasus pada merek pasta gigi Ciptadent di Semarang).
Puspita Sari, T., & Ambardi, A. (2023). Pengaruh electronic word of mouth, harga, dan citra merek terhadap keputusan pembelian produk skincare The Originote. Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi, 4(2), 85–92. https://doi.org/10.37150/jimat.v4i2.2252
Rosyid, M. A. ., Zuana, M. M. M. ., & Muawanah, M. (2023). The Influence of Halal Labels and Electronic Word of Mouth (E-WOM) on Purchase Decisions of Food and Beverage Products on the Shopee Online Site. Majapahit Journal of Islamic Finance and Management, 3(1), 15–31. https://doi.org/10.31538/mjifm.v3i1.34
Setiawati, L., & Padmantyo, S. (2024). The influence of behavioral intention and brand love on purchasing decisions for skincare products. Ecopreneur.12, 7(1), 35–46. https://e-journal.umaha.ac.id/index.php/ecopreneur/index
Sinuraya, D., Iswiyanti, W., Wibowo, R., & Negsih, W. (2023). Pengaruh kualitas produk, citra merek dan electronic word of mouth (e-WoM) terhadap keputusan pembelian skincare Somethinc. Jurnal Manajemen Dan Bisnis, 6(1), 107–133.
Sonia. (2023). Niat pembelian skincare halal: Pendekatan theory of planned behavior.
Sulistianti, M., Riorini, S. V., Amanda, S., & Alamsyah, J. (2024). Dampak brand love terhadap brand loyalty dengan moderasi self-esteem pada merek besar di Indonesia.
Tan, L. (2020). Prediksi e-WoM dan subjective norm terhadap purchase intention: Brand attitude sebagai variabel mediasi. Jurnal Manajemen, 2(3), 765–774.
Tanamal, F., Fajarwati, D., & Hadi, D. (2022). Analisis pengaruh brand engagement dan brand love terhadap brand equity dan purchase intention handphone merek Samsung. Sibatik Journal, 1(12), 2739–2752. https://publish.ojs-indonesia.com/index.php/SIBATIK
Copyright (c) 2025 Putri Silvia Istiqomah, Anton Agus Setyawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
