探索护肤品的购买决策:以宗教信仰为调节变量的清真意识、原产国和在线消费者评论的相互作用

Rizki Amalia
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引用次数: 0

摘要

本研究旨在确定和分析清真意识、原产国和在线消费者评论对本地品牌护肤品购买决策的影响,并以宗教信仰作为调节变量。研究对象是帕卢市使用本地品牌护肤品的千禧一代穆斯林消费者。研究人员使用该公式的原因是,由于人口数量太大且随时可能发生变化,因此人口数量是未知的。根据上述 Lemeshow 公式计算,样本量为 96 人,但为了避免异常值,样本四舍五入为 100 人。本研究使用 SmartPLS 3 分析工具进行分析。结果显示,清真意识、产品原产国和在线消费者评论会影响购买决策。宗教信仰能够调节清真意识和原产国对购买决策的影响,但不能调节在线消费者评论对购买决策的影响。
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Exploring Purchase Decision of Skincare Products: The Interplay of Halal Awareness, Country of Origin, and Online Cosumer Reviews with Religiosity as A Moderating Variable
This research aims to identify and analyze the effect of halal awareness, country of origin of, and online consumer reviews on purchase decisions for local brand skin care products with religiosity as a moderating variable. The population in this research is Muslim millennial generation consumers in the city of Palu who use local brands of skin care products. The sample size is determined using the Lemeshow formula, the reason researchers use this formula is because the population size is unknown because the number is too large and can change at any time. Based on the Lemeshow formula calculation above, the sample size was 96 people, but to avoid outliers, the sample was rounded up to 100 people. This research analysis using the SmartPLS 3 analysis tool. The results show that halal awareness, country of origin of the product, and online consumer reviews influence purchase decisions. Religiosity is able to moderate Halal Awareness and Country of Origin on purchase decisions, but is not able to moderate Online Consumer Reviews
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