Islamic Branding, Viral Marketing, Online Consumer Review, and Purchasing Decision: The Mediating Role of Purchase Intention
Abstract
This study aims to determine the effect of Islamic branding, viral marketing, and online consumer reviews on purchasing decisions on e-commerce Shopee with purchase intention as an intervening variable. This study uses quantitative methods with primary data obtained through the distribution of questionnaires. The data collection technique used the purposive sampling technique with the number of respondents as many as 96 respondents. The data analysis used includes instrument tests, statistical tests, classical assumption tests, and path analyses. Based on the test results show (1) Islamic branding has a positive and significant effect on purchasing decisions. (2) Viral marketing has a positive and significant effect on purchasing decisions. (3) Online consumer reviews have a negative and insignificant effect on purchasing decisions. (4) Purchase intention has a positive and significant effect on purchasing decisions. (5) Purchase intention can mediate Islamic branding on purchasing decisions. (6) Purchase intention is not able to mediate viral marketing on purchasing decisions. (7) Purchase intention is not able to mediate online consumer reviews of purchasing decisions.
References
Agustyan, R., & Baehaqi, M. (2020). Analisis Pengaruh Online Consumer Review, Warranty Product dan Brand Trust Terhadap Purchase Decision Smartphone Xiaomi di Kabupaten Kebumen. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 240–250. https://doi.org/10.32639/jimmba.v2i2.468
APJJI. (2020). Pengguna Internet Indonesia Hampir Tembus 200 Juta di 2019- Q2 2020. blog.apjii.or.id
Chou, S. Y. (2012). Online Reviews and Pre-Purchase Cognitive Dissonance : A Theoretical Framework and Research Propositions. Journal of Emerging Trends in Computing and Information Sciences, 3(2), 199–204.
Damayanti, R. S. (2019). Pengaruh Online Customer Review And Rating , E- Service Quality Dan Price Terhadap Minat Beli Tahun 2019 Pada Fakultas Ekonomi dan Bisnis. Universitas Muhammadiyah Magelang.
Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2), 143–149. https://doi.org/10.1016/j.bushor.2004.10.011
Febriana, M., & Yulianto, E. (2018). Pengaruh Online Consumer Revew Oleh Beauty Vlogger Terhadap Keputusan Pembelian (Survei Pada Mahasiswi Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2014/2015 Dan 2015/2016 Yang Membeli Dan Menggunakan Purbasari Matte Lipstick). Jurnal Administrasi Bisnis (JAB), 58(1), 1–9.
Furqon, M. A. (2020). Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian. Jurnal Inspirasi Bisnis Dan Manajemen, 4(1), 79. https://doi.org/10.33603/jibm.v4i1.3311
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 (7th ed.). Badan Penerbit Universitas Diponegoro.
GNFI. (2021). Sengitnya Perebutan Takhta Penguasa E-Commerce di Tanah Air. Good News From Indonesia.
Hidayati, D. A. (2018). Analisis Pengaruh Islamic Branding Dan Nilai Religiusitas Terhadap Keputusan Konsumen Muslim Dalam Pemilihan Hotel (Studi Kasus Pada Hotel Semesta Semarang). UIN Walisongo Semarang.
Katadata. (2020). Industri Halal untuk Semua. katadata.co.id
Kotler, P. (2005). Manajemen Pemasaran Jilid 1. Gramedia.
Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran Jilid 2 (13th ed.). Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Jilid 1. Pearson Education Limited.
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Maulani, L. S., & Sanawiri, B. (2019). Pengaruh Social Media Marketing Terhadap Brand Awareness Serta Dampaknya Pada Purchase Decision (Survei Online pada Followers Aktif Instagram dan Facebook Vauza Tamma Hijab). Jurnal Administrasi Bisnis, 72(2), 148–156. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2877/3262
Mo, Z., Li, Y.-F., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 08(03), 419–424. https://doi.org/10.4236/jssm.2015.83043
Montjai, O., Tewal, B., & Lengkong, V. P. K. (2014). Motivasi, Sikap Dan Minat Beli Konsmen Pengaruhnya Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pt. Hasjrat Abadi Sentral Yamaha Manado. Jurnal EMBA, 2(4), 35–45.
Morissan, M. (2012). Periklanan (Komunikasi Pemasaran Terpadu). Kencana Prenada Media Grup.
Nasrullah, M. (2015). Islamic Branding, Religiusitas Dan Keputusan Konsumen Terhadap Produk. Jurnal Hukum Islam, 13(2), 79. https://doi.org/10.28918/jhi.v13i2.487
Nggilu, M., Tumbel, A. L., & Djemly, W. (2019). Pengaruh Viral Marketing, Celebrity Endorser, Dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3), 2691–2700. https://doi.org/10.35794/emba.v7i3.23720
Octaviani, W. (2021). Pengaruh Product Quality , Sales Promotion , Dan Islamic Branding Terhadap Keputusan Pembelian Secara Online ( Studi Kasus Brand Naisha ). IAIN Salatiga.
Prihanti, D. (2019). Pengaruh E-Service Quality, Islamic Branding dan Islamic Advertising Ethics terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Shopee di Indonesia) [IAIN Salatiga]. http://e-repository.perpus.iainsalatiga.ac.id/id/eprint/5645
Purwanto, J. (2019). Pengaruh Celebrity Endorser, Kepercayaan Dan Viral Marketing Terhadap Keputusan Pembelian Di Instagram (Studi Kasus Pada Mahasiswa Universitas Mercu Buana). Universitas Mercu Buana.
Rakhma, A. F., Pardiman, & Hatneny, A. I. (2021). Pengaruh Product Knowledge, Brand Image, Dan Online Customer Review Terhadap Keputusan Pembelian Di Marketplace Shopee (Studi pada Customer Marketplace Shopee di Malang). E – Jurnal Riset Manajemen Prodi Manajemen, 2020, 82–94.
Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/JEIM-04-2012-0011
Sari, S. (2019). Pengaruh Kelompok Referensi, Online Customer Review Dan Citra Merek Terhadap Minat Beli Dan Keputusan Pembelian (Studi Pada Konsumen Generasi Milenial Natasha Skin Clinic Center) [Universitas Muhammadiyah Magelang]. http://eprintslib.ummgl.ac.id/
Schiffman, & Kanuk. (2008). Perilaku Konsumen (Edisi 7). Indeks.
Shopee. (2021). Shopee is the leading e-commerce platform in Southeast Asia. Shopee Limited. careers.shopee.co.id
Simanjuntak, M., & Sukresna, I. M. (2020). Peningkatan Kinerja Pemasaran Digital Melalui Technology Acceptance Model. Prosiding The 11th Industrial Research Workshop and National Seminar, 11(1), 786–792.
Skrob, J. (2005). Open Source and Viral Marketing. FH Kufstein Austria.
Solihin, D. (2020). Pengaruh Kepercayaan Pelanggan Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Mandiri : Ilmu Pengetahuan, Seni, Dan Teknologi, 4(1), 38–51. https://doi.org/10.33753/mandiri.v4i1.99
Sriyanto, A., & Kuncoro, A. W. (2019). Pengaruh brand ambassador, minat beli dan testimoni terhadap keputusan pembelian. Jurnal Ekonomika Dan Manajemen, 8(1), 21–34.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Tjiptono. (2001). Strategi Pemasaran (1 (ed.)). Andi.
Trishananto, Y. (2019). Islamic branding, religiosity and consumer decision on products in IAIN Salatiga. Indonesian Journal of Islamic Economics Research, 1(2), 93–100. https://doi.org/10.18326/ijier.v1i2.3145
Yunus, N. S. N. M., Rashid, W. E. W., Ariffin, N. M., & Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer. Procedia - Social and Behavioral Sciences, 130, 145–154. https://doi.org/10.1016/j.sbspro.2014.04.018
APJJI. (2020). Pengguna Internet Indonesia Hampir Tembus 200 Juta di 2019- Q2 2020. blog.apjii.or.id
Chou, S. Y. (2012). Online Reviews and Pre-Purchase Cognitive Dissonance : A Theoretical Framework and Research Propositions. Journal of Emerging Trends in Computing and Information Sciences, 3(2), 199–204.
Damayanti, R. S. (2019). Pengaruh Online Customer Review And Rating , E- Service Quality Dan Price Terhadap Minat Beli Tahun 2019 Pada Fakultas Ekonomi dan Bisnis. Universitas Muhammadiyah Magelang.
Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48(2), 143–149. https://doi.org/10.1016/j.bushor.2004.10.011
Febriana, M., & Yulianto, E. (2018). Pengaruh Online Consumer Revew Oleh Beauty Vlogger Terhadap Keputusan Pembelian (Survei Pada Mahasiswi Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2014/2015 Dan 2015/2016 Yang Membeli Dan Menggunakan Purbasari Matte Lipstick). Jurnal Administrasi Bisnis (JAB), 58(1), 1–9.
Furqon, M. A. (2020). Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian. Jurnal Inspirasi Bisnis Dan Manajemen, 4(1), 79. https://doi.org/10.33603/jibm.v4i1.3311
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 (7th ed.). Badan Penerbit Universitas Diponegoro.
GNFI. (2021). Sengitnya Perebutan Takhta Penguasa E-Commerce di Tanah Air. Good News From Indonesia.
Hidayati, D. A. (2018). Analisis Pengaruh Islamic Branding Dan Nilai Religiusitas Terhadap Keputusan Konsumen Muslim Dalam Pemilihan Hotel (Studi Kasus Pada Hotel Semesta Semarang). UIN Walisongo Semarang.
Katadata. (2020). Industri Halal untuk Semua. katadata.co.id
Kotler, P. (2005). Manajemen Pemasaran Jilid 1. Gramedia.
Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran Jilid 2 (13th ed.). Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Jilid 1. Pearson Education Limited.
Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Maulani, L. S., & Sanawiri, B. (2019). Pengaruh Social Media Marketing Terhadap Brand Awareness Serta Dampaknya Pada Purchase Decision (Survei Online pada Followers Aktif Instagram dan Facebook Vauza Tamma Hijab). Jurnal Administrasi Bisnis, 72(2), 148–156. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2877/3262
Mo, Z., Li, Y.-F., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 08(03), 419–424. https://doi.org/10.4236/jssm.2015.83043
Montjai, O., Tewal, B., & Lengkong, V. P. K. (2014). Motivasi, Sikap Dan Minat Beli Konsmen Pengaruhnya Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pt. Hasjrat Abadi Sentral Yamaha Manado. Jurnal EMBA, 2(4), 35–45.
Morissan, M. (2012). Periklanan (Komunikasi Pemasaran Terpadu). Kencana Prenada Media Grup.
Nasrullah, M. (2015). Islamic Branding, Religiusitas Dan Keputusan Konsumen Terhadap Produk. Jurnal Hukum Islam, 13(2), 79. https://doi.org/10.28918/jhi.v13i2.487
Nggilu, M., Tumbel, A. L., & Djemly, W. (2019). Pengaruh Viral Marketing, Celebrity Endorser, Dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3), 2691–2700. https://doi.org/10.35794/emba.v7i3.23720
Octaviani, W. (2021). Pengaruh Product Quality , Sales Promotion , Dan Islamic Branding Terhadap Keputusan Pembelian Secara Online ( Studi Kasus Brand Naisha ). IAIN Salatiga.
Prihanti, D. (2019). Pengaruh E-Service Quality, Islamic Branding dan Islamic Advertising Ethics terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Shopee di Indonesia) [IAIN Salatiga]. http://e-repository.perpus.iainsalatiga.ac.id/id/eprint/5645
Purwanto, J. (2019). Pengaruh Celebrity Endorser, Kepercayaan Dan Viral Marketing Terhadap Keputusan Pembelian Di Instagram (Studi Kasus Pada Mahasiswa Universitas Mercu Buana). Universitas Mercu Buana.
Rakhma, A. F., Pardiman, & Hatneny, A. I. (2021). Pengaruh Product Knowledge, Brand Image, Dan Online Customer Review Terhadap Keputusan Pembelian Di Marketplace Shopee (Studi pada Customer Marketplace Shopee di Malang). E – Jurnal Riset Manajemen Prodi Manajemen, 2020, 82–94.
Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/JEIM-04-2012-0011
Sari, S. (2019). Pengaruh Kelompok Referensi, Online Customer Review Dan Citra Merek Terhadap Minat Beli Dan Keputusan Pembelian (Studi Pada Konsumen Generasi Milenial Natasha Skin Clinic Center) [Universitas Muhammadiyah Magelang]. http://eprintslib.ummgl.ac.id/
Schiffman, & Kanuk. (2008). Perilaku Konsumen (Edisi 7). Indeks.
Shopee. (2021). Shopee is the leading e-commerce platform in Southeast Asia. Shopee Limited. careers.shopee.co.id
Simanjuntak, M., & Sukresna, I. M. (2020). Peningkatan Kinerja Pemasaran Digital Melalui Technology Acceptance Model. Prosiding The 11th Industrial Research Workshop and National Seminar, 11(1), 786–792.
Skrob, J. (2005). Open Source and Viral Marketing. FH Kufstein Austria.
Solihin, D. (2020). Pengaruh Kepercayaan Pelanggan Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Mandiri : Ilmu Pengetahuan, Seni, Dan Teknologi, 4(1), 38–51. https://doi.org/10.33753/mandiri.v4i1.99
Sriyanto, A., & Kuncoro, A. W. (2019). Pengaruh brand ambassador, minat beli dan testimoni terhadap keputusan pembelian. Jurnal Ekonomika Dan Manajemen, 8(1), 21–34.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Tjiptono. (2001). Strategi Pemasaran (1 (ed.)). Andi.
Trishananto, Y. (2019). Islamic branding, religiosity and consumer decision on products in IAIN Salatiga. Indonesian Journal of Islamic Economics Research, 1(2), 93–100. https://doi.org/10.18326/ijier.v1i2.3145
Yunus, N. S. N. M., Rashid, W. E. W., Ariffin, N. M., & Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer. Procedia - Social and Behavioral Sciences, 130, 145–154. https://doi.org/10.1016/j.sbspro.2014.04.018
Published
2021-12-08
How to Cite
Wandira, A., & Rahman, T. (2021). Islamic Branding, Viral Marketing, Online Consumer Review, and Purchasing Decision: The Mediating Role of Purchase Intention. Annual International Conference on Islamic Economics and Business (AICIEB), 1, 323-337. https://doi.org/https://doi.org/10.18326/aicieb.v1i0.32
Issue
Section
ARTICLES
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
