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All Journal Community Empowerment IIJSE
Rizky Eka Febriansah
Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
Arts Humanities Economics, Econometrics & Finance Education Public Health Social Sciences

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The Influence of Promotion, Celebrity Support, E-WOM (Electronic Word of Mouth) and Halal Awareness on Purchasing Decisions for Skincare Product at Marketplace in East Java Lita Marshella Fitriani; Rizky Eka Febriansah; Rita Ambarwati Sukmono
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6387

Abstract

The influence of promotions, celebrity endorsements, E-WOM (Electronic Word of Mouth), and halal awareness plays an important role in influencing purchasing decisions for skincare products in the East Java marketplace. Promotions, celebrity endorsements, E-WOM (Electronic Word of Mouth), and halal awareness are factors that influence consumers' decisions to make purchases. This research aims to determine the influence of promotions, celebrity endorsements, E-WOM (Electronic Word of Mouth), and halal awareness on purchasing decisions for skincare products on marketplaces in East Java. This research method uses descriptive analysis with a quantitative approach. Primary data was obtained by sharing the questionnaire link using Google Form. The data analysis technique uses Partial Least Square 4.0. The results of this research show that promotions, celebrity endorsements, E-WOM (Electronic Word of Mouth), and halal awareness have a positive and significant effect on purchasing decisions.
The Influence of Online Customer Review, Promotions, and Product Quality on the Purchasing Decisions of Gen Z Consumers (Study on the Originote Skincare Products) Adhalul Ade Laila; Rizky Eka Febriansah; Rita Ambarwati Sukomono
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6388

Abstract

Gen Z is the main focus in skincare product marketing strategies. Online customer reviews, promotions, and product quality are important factors in Gen Z's purchasing decisions. This study aims to determine the influence of online customer reviews, promotions, and product quality on consumer purchasing decisions. This study uses quantitative methods. The sampling method uses non-probability sampling. The population in this study is Gen Z. Data collection techniques use primary and secondary data. Primary data is obtained from the results of distributing questionnaires via Google Forms, and secondary data is obtained from books, journals, and articles. Data analysis techniques use Partial Least Square (PLS) version 4.0. The results of this study indicate that (1) Online Customer Reviews have a positive and significant effect on purchasing decisions. (2) Promotion has a positive and significant effect on purchasing decisions. (3) Product Quality has a positive and significant effect on purchasing decisions.
Co-Authors Adhalul Ade Laila Aidah Fidayati Aulia Putri Ramdhani Cindy Taurusta Lita Marshella Fitriani Marodiyah, Inggit Muhammad Thariq Jabal Nurdin Rita Ambarwati Sukmono Rita Ambarwati Sukomono Ryan Ardiansyah