Faktor yang Mempengaruhi Keputusan Pembelian Generasi Z pada Produk Somethinc: Label Halal, Kualitas Produk, dan Electronic Word Of Mouth (E-WOM)

Nur Shobihatul Lailiyah; Mahmudatus Sadiyah

doi:10.29407/e.v12i1.24798

Authors

Nur Shobihatul Lailiyah Universitas Islam Nahdlatul Ulama Jepara
Mahmudatus Sadiyah Universitas Islam Nahdlatul Ulama Jepara

DOI:

https://doi.org/10.29407/e.v12i1.24798

Keywords:

Electronic Word of Mouth, halal label, product quality, purchasing decisions

Abstract

The purpose of this study is to degree how halal labeling, product quality and electronic word of mouth (e-wom) have an effect on buying choices for Somethinc products. This studies is quantitative in nature the usage of the technology Z population who have used Somethinc products. There were 100 samples used within the study which have been analyzed through SmartPLS model 4.0 software with the PLS-SEM technique. The findings display that the halal label has a high quality and tremendous effect on the choice to purchase, as well as product satisfactory and electronic phrase of mouth which even have a wonderful and sizeable impact on shopping selections. among all the variables, the halal label is the maximum dominant factor influencing the choice to buy. concurrently, the three variables have an effect on purchasing decisions really worth 59,8% at the same time as 40.2% are encouraged by way of variables not examined. those findings offer insights for cosmetics enterprise players to consciousness on improving product first-class to layout greater effective marketing techniques to improve purchasing decisions.

References

Afrianti, R. (2024). Analisis perbandingan minat konsumen dalam melakukan pembelian kosmetik berlabel halal dengan kosmetik tanpa label halal. SAMALEWA Jurnal Riset Dan Kajian Manajemen, 4. http://e-journallppmunsa.ac.id/index.php/samalewaPp.143-153

BPJPH. (2022). Tentang BPJPH. Badan Penyelenggara Penjaminan Halal. https://bpjph.halal.go.id/detail/tentang-bpjph

Cristimonica, J., & Setiawan, M. B. (2022). The effect of addressing attraction, price perception and electronic word of mouth (EWOM) on the Purchase Decision of YOU Brand Cosmetics. JIM UPB Journal of Management Studies Program Universitas Putera Batam, 10(1), 59–65.

Darmajaya, B. (2023). Pengaruh media sosial dan gaya hidup terhadap perilaku konsumtif generasi Z.

Desmayonda, A., & Trenggana, A. F. M. (2019). Pengaruh label halal terhadap keputusan pembelian dengan religiusitas sebagai variabel intervening di Mujigae Resto Bandung. DINAMIKA EKONOMI Jurnal Ekonomi Dan Bisnis, 12(1), 180–196.

Dewi, N. M. P., Imbayani, I. G. A., & Ribek, P. K. (2021). Pengaruh social media marketing terhadap keputusan pembelian yang dimediasi e-word of mouth pada Givanda Store Denpasar. Jurnal EMAS, 2(2), 28–42.

Efendi, F. B., & Aminah, S. (2023). Pengaruh promosi dan kualitas produk terhadap keputusan pembelian produk skincare skintific (Studi pada mahasiswa UPN “Veteran” Jawa Timur). J-MAS (Jurnal Manajemen Dan Sains), 8(1), 762. https://doi.org/10.33087/jmas.v8i1.1055

Fajriah, R. A., & Susilo, E. (2024). Pengaruh label halal, kualitas produk, dan harga terhadap keputusan generasi z dalam pembelian produk kosmetik Emina. Management Studies and Entrepreneurship Journal, 5(2), 4435–4444.

Himmah, A. R., & Prihatini, A. E. (2021). Pengaruh citra merek dan electronic word of mouth (E-Wom) terhadap keputusan pembelian (Studi pada konsumen Pixy di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 10(2), 1153–1161. https://doi.org/10.14710/jiab.2021.31359

Hoiriyah, Y. U., & Chrismardani, Y. (2021). Pengaruh gaya hidup halal, label halal dan harga terhadap keputusan pembelian Ms Glow (Studi pada mahasiswi Universitas Trunojoyo Madura). Jurnal Kajian Ilmu Manajemen (JKIM), 1(2), 115–120. https://doi.org/10.21107/jkim.v1i2.11590

Lamasi, W. I., & Santoso, S. (2022). The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products. International Journal of Research in Business and Social Science (2147- 4478), 11(2), 67–73. https://doi.org/10.20525/ijrbs.v11i2.1579

Limanseto, H. (2024, February 3). Hasilkan produk berdaya saing global, industri kosmetik nasional mampu tembus pasar ekspor dan turut mendukung penguatan blue economy. KEMENTERIAN KOORDINATOR BIDANG PEREKONOMIAN REPUBLIK INDONESIA.

Maghfiroh, M., & Indrarini, R. (2022). Halal label and product quality: Case study Wardah cosmetic product purchase decision. Li Falah: Jurnal Studi Ekonomi Dan Bisnis Islam, 6(2), 41. https://doi.org/10.31332/lifalah.v6i2.1919

Milano, A., Sutardjo, A., & Hadya, R. (2021). Pengaruh kualitas produk, harga dan promosi terhadap pengambilan keputusan pembelian baju batik di toko “Florensia” Kota Sawahlunto. Matua, 3(1), 13–24.

Nadhiro, H. A., Salim, M. A., & Athia, I. (2023). Pengaruh persepsi label halal, brand image, dan kualitas produk, terhadap keputusan pembelian produk kosmetik Wardah (Studi pada pengguna Wardah di Kepanjen). Jurnal Riset Manajemen, 12(02), 221–232.

Nafira, S., & Supriyanto, A. (2022). Keputusan pembelian ditinjau dari electronic word of mouth, impulse buying, brand image dan label halal produk ms glow pada generasi millennial dan igeneration. Jurnal BANSI - Jurnal Bisnis Manajemen Akutansi, 2(1), 21–30. https://doi.org/10.58794/bns.v2i1.97

Nasution, S. L., Limbong, C. H., & Ramadhan, D. A. (2020). Pengaruh kualitas produk, citra merek, kepercayaan, kemudahan, dan harga terhadap keputusan pembelian pada e-commerce Shopee (Survei pada mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 7(1), 43–53. https://doi.org/10.36987/ecobi.v7i1.1528

Putri, P. M., & Marlien, R. A. (2022). Pengaruh digital marketing terhadap keputusan pembelian online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510

Rahmawati, N. D., Winarso, W., & Anas, H. (2023). Pengaruh flash sale , live shopping , dan electronic word of mouth terhadap keputusan pembelian pada brand skintific di Shopee (Studi kasus mahasiswa Bhayangkara Jakarta Raya ). 2, 2740–2755.

Rihayana, I. G., Salain, P. P. P., Rismawan, P. A. E., & Antari, N. K. M. (2022). The Influence of brand image, and product quality on purchase decision. International Journal of Business Management and Economic Review, 04(06), 342–350. https://doi.org/10.35409/ijbmer.2021.3345

Risma, Rusdiana, & Aisyah, L. (2023). The influence of religiosity and halal labeling on the purchase decisions of packaged food products. Indonesian Journal of Halal Research, 5(2), 77–89. https://doi.org/10.15575/ijhar.v5i2.22965

Romadhoni, B., Akhmad, A., Naldah Naldah, & Niluh Putu Evvy Rossanty. (2023). Purchasing decisions effect of social media marketing, electronic word of mouth (eWOM), Purchase Intention. Journal of Accounting and Finance Management, 4(1), 74–86. https://doi.org/10.38035/jafm.v4i1.194

Rosyid, M. A., Muawanah, M., & Zuana, M. M. 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

Sa’diah, Z., Saraswati, M. A., & Retnowati, M. S. (2022). Analysis of religiosity and halal labels towards purchasing decision on cosmetic products (Study on regular female students of the University of Darussalam Gontor). JES (Jurnal Ekonomi Syariah), 7(2), 168–186. https://doi.org/10.30736/jes.v7i2.360

Saputra, D. R., Ardhianto, B. A., Tarigan, L. S. P., Octavian, W. D., & Sawitri, N. N. (2024). Pengaruh kepuasan konsumen, daya tahan, kesadaran merek produk skincare somethinc terhadap keputusan pembelian di e-commerce shopee pada generasi Z. In Indonesian Journal of Economics and Strategic Management (IJESM) (Vol. 2, Issue 4).

Saputri, V. A. (2023). Pengaruh electronic word of mouth (e-WoM), persepsi label halal, kualitas produk dan citra merek terhadap keputusan pembelian produk skintific. Seminar Inovasi Manajemen Bisnis Dan Akuntansi 5, September, 1–23.

Selvia, M., Tumbel, A. L., & Djemly, W. (2022). The effect of price and product quality on the purchase decision of scarlett whitening products on students of the faculty of economics and business Sam Ratulangi Manado University. Emba, 10(4), 320–330.

Sihombing, L. A., Suharno, S., Kuleh, K., & Hidayati, T. (2023). The effect of price and product quality on consumer purchasing decisions through brand image. International Journal of Finance, Economics and Business, 2(1), 44–60. https://doi.org/10.56225/ijfeb.v2i1.170

Sopuroh, S., & Tanjung, H. (2022). Pengaruh bauran promosi dan kualitas produk terhadap keputusan pembelian pada marketplace Shopee dalam perspektif Islam. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(2), 730–744. https://doi.org/10.47467/alkharaj.v5i2.1304

Sudirjo, F., Astuti, A. K., Parandy, L. M., Kowey, W. O., & Transistari, R. (2023). Analysis of the influence of electronic word of mouth, brand awareness and digital accessibility on purchase decision of Sayurbox consumers. Jurnal Informasi Dan Teknologi, 5(4), 53–58. https://doi.org/10.60083/jidt.v5i4.416

Wahyurini, S. C., & Trianasari, N. (2020). Analisis pengaruh label halal dan harga terhadap keputusan pembelian kosmetik Wardah. Jurnal Mitra Manajemen, 4(1), 39–50. https://doi.org/10.52160/ejmm.v4i1.321

Widayanto, M. T., Haris, A., & Syarifah, L. (2023). Analisis faktor-faktor yang mempengaruhi keputusan pembelian. Manajemen Dan Kewirausahaan, 4(1), 29–40. https://doi.org/10.53682/mk.v4i1.5821

Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap keputusan pembelian kosmetik halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55. https://doi.org/10.47700/jiefes.v3i1.4293