Kata Kunci
Kualitas E-WOM
Valensi E-WOM
Konsistensi E-WOM
Kuantitas E-WOM
Sikap atas Kosmetik Halal
Niat Beli Kosmetik Halal
Cara Mengutip
Abstrak
Penelitian ini bertujuan untuk menguji pengaruh dari kualitas E-WOM, valensi E-WOM, konsistensi E-WOM, dan kuantitas E-WOM terhadap niat beli melalui model kemungkinan elaborasi (elaboration likelihood model), serta menguji peran sikap konsumen terhadap kosmetik halal pada niat untuk membeli kosmetik halal di kalangan konsumen Indonesia. Penelitian ini menggunakan teknik probability sampling dengan membagikan kuesioner secara online dengan Google Form. Jumlah dari responden yang masuk dalam kriteria penelitian ini terdapat sebanyak 200 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah menggunakan PLS-SEM. Hasil dari penelitian ini mengungkapkan bahwa kualitas E-WOM, valensi E-WOM, konsistensi E-WOM, kuantitas E-WOM, berpengaruh positif dan signifikan terhadap sikap konsumen terhadap produk kosmetik halal. Selanjutnya sikap konsumen terhadap kosmetik halal berpengaruh positif dan signifikan terhadap pembelian produk kosmetik halal.
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