scholarly journals RELATIONSHIP BETWEEN ADVERTISEMENT AND PURCHASE INTENTION ON HALAL COSMETIC PRODUCTS IN MALAYSIA

2019 ◽  
Vol 7 (3) ◽  
pp. 683-694
Author(s):  
Salwani Arbak ◽  
Rabiul Islam ◽  
Harun Al Rasyid
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Negative Impact ◽  
Critical Role ◽  
Muslim Women ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Cosmetic Products ◽  
Advertising Ethics ◽  
Islamic Ethics

Purpose of the Study: The aim of this paper is to examine the relation between Muslim women customer offense caused due to Islamic advertising of halal cosmetic products in Malaysia. Methodology: The violation of Islamic ethics on the advertisement of halal cosmetic products and purchase intention was examined through a survey that included 110 Muslim women respondents in Malaysia who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. The current study confirms that irrespective of their religion, women find those advertisements offensive that do not abide by Islamic ethics, which are universal in nature. Based on the correlation results, this study reveals that violation of Islamic advertising ethics (honesty, racism, sexism, intention, and language) has a correlation with purchase intention. A multiple regression analysis was highlighted and it was found that racism, sexism, intention, and language have negative and significant influence on purchase intention. Only one variable did not have a significant influence on purchase intention of halal cosmetic products in Malaysia. Results: Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense created due to violation of ethics has a negative impact on the purchase intention of halal cosmetic products. If advertisers want to attract customers in Malaysia and retain them, then they must avoid creating customer offense by following Islamic advertising ethics. Implications: This study will be beneficial to marketers, advertisers, and companies in developing their advertising and marketing strategies for halal cosmetic products. In addition, this study has implemented the study of Islamic advertising ethic violations and purchase intentions of halal cosmetic products.

scholarly journals INFLUENCE OF ISLAMIC ADVERTISING: ETHIC VIOLATION ON CUSTOMER PURCHASE INTENTION OF HALAL COSMETIC PRODUCTS IN MALAYSIA

2019 ◽  
Vol 7 (3) ◽  
pp. 671-682
Author(s):  
Salwani Arbak ◽  
Rabiul Islam ◽  
Harun Al Rasyid
Keyword(s):  
Regression Analysis ◽  
Significant Influence ◽  
Purchase Intention ◽  
Negative Impact ◽  
Critical Role ◽  
Muslim Women ◽  
Cosmetic Products ◽  
Advertising Ethics ◽  
Advertising Ethic ◽  
Ethic Violation

Purpose of the study: This paper examines the relation between Muslim women customer offense due to Islamic advertising ethics violation and purchase intention of halal cosmetic products in Malaysia. Methodology: The relation between Muslim women customer offense due to Islamic advertising ethics violation of halal cosmetic products and purchase intention in Malaysia was examined through a survey that included 110 Muslim women respondents in Malaysia, who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. Based on the correlation results, this study reveals that Islamic advertising ethic violation (honesty, racism, sexism, intention, and language) has correlation with purchase intention. A multiple regression analysis highlighted that racism, sexism, intention, and language have negative and significant influence on purchase intention. Results: Only one variable was found that was not a significant influence on the purchase intention of halal cosmetic products in Malaysia. Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense is created due to the violation of ethics and has a negative impact on purchase intention of halal cosmetic products. Implications: The current study confirms that irrespective of their religion as Muslims, women’s perspective find those advertisements offensive and unethical. The ethics provided by Islam are universal in nature.

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

scholarly journals HOW FASHION INFLUENCER CONTRIBUTES TO CONSUMERS’ PURCHASE INTENTION OF UNIVERSITY STUDENT

2021 ◽  
Vol 3 (9) ◽  
pp. 209-227
Author(s):  
Tsaniya Athaya Tsarashafa ◽  
Annisa Rahmani Qastharin
Keyword(s):  
Purchase Intention ◽  
Consumer Attitudes ◽  
Regression Method ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
University Student ◽  
Consumer Attitude ◽  
Fashion Industry ◽  
The World ◽  
Potential Customers

Fashion is receiving more attention these days since it has become a continual existence in a person’s everyday life, especially for the younger generation as it represents their identity. On the other hand, the dynamic competitive environment of marketing-led fashion brands to put in the excess effort to achieve effective marketing strategies. As social media grew, one of the most effective ways to do it is using influencers in the marketing campaign. Influencer marketing is becoming increasingly popular throughout the world, prompting marketers to consider it an essential component of their marketing strategy. This research determines the factors of fashion influencers that contribute to influencing purchase intention. The variables constructed include trustworthiness, expertise, similarity, likability, and familiarity. Further, consumer attitude is proposed to mediate between trustworthiness, expertise, similarity, likability, and familiarity to purchase intention. The research was conducted using a quantitative approach and analyzed using a regression method through IBM SPSS Statistics. From 234 qualified respondents, the results presented trustworthiness, similarity, familiarity, and likability significantly contribute to purchase intention, and consumers' attitudes towards influencers are proven to be mediate the relationships between independents variables and purchase intention. The findings of the study assist marketers and advertisers in the fashion industry in understanding the elements influencing consumer attitudes about fashion influencers and, as a result, better choose influencers capable of establishing purchase intentions in existing and potential customers.

scholarly journals Understanding the Dark Side of Online Reviews on Consumers' Purchase Intentions in E-Commerce: Evidence From a Consumer Experiment in China

2021 ◽  
Vol 12 ◽  
Author(s):  
Junbin Wang ◽  
Xiaojun Fan ◽  
Xiangdong Shen ◽  
Yurong Gao
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Critical Role ◽  
Online Reviews ◽  
Purchase Intentions ◽  
Dark Side ◽  
Online Review ◽  
Purchase Decision ◽  
Subject Design ◽  
Main Effects

Background: Online review, as an important way of electronic word-of-mouth (eWOM) communication, plays an important role in e-commerce. However, few studies have examined the dark side of online reviews and their effect on consumers' purchase intentions. Information inconsistency is one of the dark sides that plays a critical role in influencing consumers' purchase intentions through online reviews.Methods: Using a 2*2 between-subject design that explores the main effects of the type of information inconsistency (vertical- vs. horizontal-attribute inconsistency) on purchase intention and the moderating effect of product type (search vs. experience product).Results: This study examines whether and how the type of information inconsistency between online recommendations and reviews influences consumer purchase decision-making.Conclusions: The findings show that vertical-attribute inconsistency leads to a lower purchase intention for search products; moreover, both vertical- and horizontal-attribute inconsistencies have no significant effect on purchase intention for experience products.

scholarly journals Pengaruh Dukungan Selebriti, Kepercayaan, Dan Pemasaran Dari Mulut Ke Mulut Secara Elektronik Terhadap Niat Beli Pengguna Shopee Di Jakarta

2021 ◽  
Vol 3 (2) ◽  
pp. 559
Author(s):  
Willyana Cendrawati ◽  
Carunia Mulya Firdausy
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Sampling Method ◽  
Purchase Intentions ◽  
Celebrity Endorsement ◽  
Convenience Sampling

This study aims at  examining  the influences of celebrity endorsement, trust, and e-WOM on purchase intentions of shopee users in Jakarta. The population of this study were 300 respondents who used the Shopee application in Jakarta. The convenience sampling method is used by distributing questionnaires online which are then processed using the SPSS version 25 program. The results showed that celebrity support had no significant influence effec tothe purchase intention of shopee users in Jakarta, while trust and e-WOM had  significant and positive influences  to the purchase intention of Shopee application users in Jakarta. Therefor, Shopee needs to pay attention to those two variables to improve purchase intention of their products’ users. Penelitian ini bertujuan untuk menguji pengaruh dukungan selebriti, kepercayaan, dan pemasaran dari mulut ke mulut secara elektronik terhadap niat beli pengguna shopee di Jakarta. Populasi dari penelitian ini adalah 300 responden yang menggunakan aplikasi shopee di Jakarta. Metode convenience sampling digunakan dengan menyebarkan kuesioner secara online yang kemudian diolah menggunakan bantuan program SPSS versi 25. Hasil penelitian menunjukkan bahwa dukungan selebriti tidak berpengaruh signifikan terhadap niat beli pengguna Shopee di Jakarta, sedangkan kepercayaan dan Pemasaran dari Mulut ke Mulut Secara Elektronik berpengaruh signifikan dan positif terhadap niat beli pengguna aplikasi Shopee di Jakarta. Oleh karena itu, Shopee perlu memperhatikan kedua variabel tersebut untuk meningkatkan niat beli pengguna produknya.

scholarly journals Predicting Factors Influencing Online Purchase Behavior among Indian Youth

2019 ◽  
Vol 8 (2S6) ◽  
pp. 765-772
Keyword(s):  
Purchase Intention ◽  
Indian Subcontinent ◽  
Equation Model ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Purchase Behavior ◽  
Online Retail ◽  
Predicting Factors ◽  
Online Purchase ◽  
Questionnaire Method

To keep pace with the growing magnitude of the online retail platform in the Indian subcontinent, it has become crucial for e- retailers and marketers to decipher the key antecedents of customers’ purchase intention amongst the young Indian online customer. This study attempts to frame a conceptual model for finding the key determinants for online purchase intentions based on the data collected from 238 participants using the structured questionnaire method. Structured Equation Model was used on data collected to test hypothesizes of study. The study highlights that eWOM was the major contributing factor for Indian youth while shopping online This paper contributes to highlighting the importance of these factors and help e-marketers develop more customer specific marketing strategies to enhance the purchase intentions.

scholarly journals The Influence of Hijab Celebrity Instagram as an Endorsement on Purchase Intention

2021 ◽  
Vol 19 (2) ◽  
pp. 33
Author(s):  
Devi Noviyanti ◽  
Restu Khaliq
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Celebrity Endorser ◽  
Version 2.0 ◽  
Celebrity Endorsers

Celebrity endorsers influence celebrity endorsers who wear the hijab on a person's purchase intentions. A total of 91 respondents were taken in this study, all of whom had seen celebrity endorsers wearing hijabs advertising products/services on Instagram social media. SmartPLS software version 2.0.M3 was using, and research shows a significant influence of trustworthiness, attractiveness, and expertise on one's purchasing intentions. The T-statistic value of all dimensions of the celebrity endorser variable towards purchase intentions is more significant than 1.96, by 3.213, 3.121, and 2.832, respectively.Keywords: celebrity endorsers, hijab, purchase intentions.

scholarly journals Effect of celebrity endorsers’ attributes on purchase intentions in South Africa

2021 ◽  
Vol 17 (4) ◽  
pp. 111-119
Author(s):  
Boitumelo Vincent Molelekeng ◽  
Hilda Bongazana Dondolo
Keyword(s):  
South Africa ◽  
Purchase Intention ◽  
Consumer Preference ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Celebrity Endorsements ◽  
Gauteng Province ◽  
South Africans ◽  
Celebrity Endorsers

Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05). However, in this study, expertise (β = .089; p > 0.05) and trustworthiness (β = –.095; p > 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.

scholarly journals Exploring young consumers’ trust and purchase intention of organic cotton apparel

2018 ◽  
Vol 35 (5) ◽  
pp. 522-532 ◽  
Author(s):  
Xiao Tong ◽  
Jin Su
Keyword(s):  
Purchase Intention ◽  
Negative Impact ◽  
Perceived Quality ◽  
Purchase Intentions ◽  
Consumer Trust ◽  
Product Price ◽  
Content Type ◽  
Young Consumers ◽  
Organic Label ◽  
Corporate Social

Purpose The purpose of this study is to examine the effects of corporate social responsibility (CSR) reputation, product price and organic label on consumers’ perceptions of quality, trust and purchase intentions of organic apparel products by surveying American young consumers. Design/methodology/approach An intercept survey approach was used to administer a written questionnaire to a sample of college students. The experiment is a 2 (CSR reputation: poor vs good) × 2 (price: low vs high) × 2 (organic label: absent vs present) factorial design. Findings The results of our study suggest that retailers’ CSR reputation had a significant positive effect on perceived quality, consumer trust and purchase intentions, and price had a negative impact on consumers’ purchase intentions. Results also revealed a significant three-way interaction among the three independent variables on perceived quality and consumer trust. Originality/value This research is the first empirical effort to investigate the key factors that may influence young consumers’ perceptions of quality, trust and purchase intentions of organic products by considering joint use of CSR reputation, product price and an organic label, which represents a realistic buying condition. Consequently, the findings of this study represent an important step forward in better understanding consumers’ buying behavior toward green products.

scholarly journals The Linking of Brand Personality, Trust, Attitude and Purchase Intention of Halal Cosmetic in Indonesia; A Conceptual Paper

2018 ◽  
Vol 7 (4.38) ◽  
pp. 1292
Author(s):  
Nurafni Rubiyanti ◽  
Zurina Mohaidin
Keyword(s):  
Purchase Intention ◽  
Brand Personality ◽  
Purchase Intentions ◽  
Market Opportunity ◽  
Cosmetic Products ◽  
Factors Influencing ◽  
Cosmetic Industry ◽  
Consumer Purchase Intention ◽  
Conceptual Paper ◽  
Significant Factors

The growth of Indonesian cosmetic industry opens the market opportunity for halal cosmetic. Most of cosmetic industry is dominated by international brands otherwise local brands take the opportunity of the niche market by offering halal cosmetic products. To strive in the competition among companies, they must have a good strategy in sell the product to consumers. A broad exploration of previous research was conducted, and found that it is important for company to understand the consumer purchase intention. It was found that brand personality, trust, and attitude were considered become significant factors influencing the purchase intention. It is hoped that this conceptual paper will trigger better understanding on what factors influence purchase intentions of purchasing Halal cosmetic products.  

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