Acceso usuarios
Muhammad Shaleh Zainuddin
, Indrianty Sudirman, Sumardi Lasise, Abdullah Sanusi
Purpose: The purpose of this research is to find out whether eWOM, endorsement and brand awareness affect consumer buying interest in Ms Glow products. Theoretical framework: EWOM, endorsement and brand awareness are the main factors that determine consumer buying interest in Ms Glow products. This topic has been central to a number of contemporary studies discussed in literature reviews.
Design/methodology/approach: This study uses a quantitative approach to the causal associative design with the survey method. The sample in this study were consumers who wanted to buy and use Ms Glow cosmetics in the city of Makassar, which were obtained using purposive sampling. This study uses a 5-point Likert scale to collect research data.
Findings: The results of the study show that eWOM, endorsement and brand awareness simultaneously influence the intention to buy Ms Glow's products. In addition, partially endorsement and brand awareness have a positive and significant effect on consumer buying interest for Ms Glow products. However, eWOM is not significant in influencing consumers' buying interest in Ms Glow products in Indonesia.
Research, Practical & Social implications: We suggest a future research agenda related to skincare and highlight the contribution to the marketing of beauty products that are labeled halal.
Originality/value: Most of the previous studies have assessed the factors that influence consumer buying interest in beauty products. However, the capacity for complete information about these effects in the Indonesian population has not been thoroughly analyzed. This highlights the importance of our research.
