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All Journal Journal of Marketing Innovation
Dewi Purnamasari
National Yunlin University of Science and Technology, Taiwan
Economics, Econometrics & Finance Social Sciences

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The Impact of Utilitarian and Hedonic Values on Hijab Buying Intentions: Evidence from Indonesia Moh Farid Najib; Tia Fauziah; Tjetjep Djatnika; Dedy Saefulloh; Dewi Purnamasari
Journal of Marketing Innovation (JMI) Vol. 2 No. 2 (2022)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v2i2.48

Abstract

Hijab has become a necessity for Muslim female customers. Hijab products are various as it is not only used as a cover, but it also increases their confidence since hijab fashion does not have to be left behind by non-hijab fashion. The interest in buying a premium hijab may be due to its utilitarian or hedonic nature. This paper aims to examine the differences between the importance of utilitarian and hedonic values on evidence of buying intention of hijab from Indonesia. This research employs explanatory research by collecting 400 Muslim female respondents in West Java. The data processing method uses a scoring with a Likert scale from a score of one to five. The structural Equation Model (SEM) is used to analyze the data by applying SEM-PLS. The results show that both the utilitarian values and the hedonic values simultaneously do not affect the buying intention. Instead, they partially give a significant effect on the buying intention. This means that Muslim women in Indonesia are competing in seeking the values of their faith and need emotional satisfaction in their daily activities.
The Effect of Celebrity Endorser on Purchase Intention Cosmetic Product in Millennial Generation Consumers Dara Yuri Andita; Moh Farid Najib; Rizki Zulfikar; Dewi Purnamasari
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.086 KB) | DOI: 10.35313/jmi.v1i01.14

Abstract

The use of celebrity endorsers has become even more attractive to many consumers, including cosmetic consumers in Indonesia. Using the appropriate celebrity endorser is believed as one way to increase sales and to reduce the budget for advertising that become issues for certain companies. The purpose of this study is to examine the factors of the source credibility model consist of attractiveness, trustworthiness, and expertise that have positive or significant effects on consumer purchases intention. Questionnaire were distributed to millennial generation as the targeted cosmetic consumers in Indonesia. By using Likert scale points, the results of the questionnaire distribution received a total of 475 respondents, but only 438 questionnaires used in the test. This study was tested by using SEM-PLS. The results showed that all variables had positive and significant influences on consumer purchase intention in Indonesia. This study examined the influence of celebrity endorsers on social media on the purchase intention of the millennial or Y generation as the focus. The next research is expected to carry the same model, but with different generation as the object of the study.
Consideration Analysis of Muslim Purchase Intention on Korean Beauty Products Nurul Anisa Setiani; Moh Farid Najib; Fatya Alty Amalia; Dewi Purnamasari
Journal of Marketing Innovation (JMI) Vol. 2 No. 1 (2022)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (243.702 KB) | DOI: 10.35313/jmi.v2i1.30

Abstract

The purpose of this study is to analyze the considerations of Muslim consumers in buying Korean beauty products or commonly called Korean Beauty. The author also examines the effect of halal awareness, country of origin, and product ingredients on purchase intention. This research was conducted using mixed methods. The sample was obtained from primary data by distributing online questionnaires with 330 respondents and conducting in-depth interviews with four informants from West Java. For the data analysis, it employs IBM SPSS Statistics 22 for the quantitative data testing. Meanwhile, the qualitative data uses three qualitative paths: data reduction, data presentation, and conclusion. The results shows that product ingredients and country of origin have positive effects on purchase intention while halal awareness does not affect the purchase intention of Korean beauty products. These results have implications for the need of complete information in choosing products from non-Muslim countries.
Co-Authors Dara Yuri Andita Dedy Saefulloh Fatya Alty Amalia Moh Farid Najib Nurul Anisa Setiani Rizki Zulfikar Tia Fauziah Tjetjep Djatnika