Pengaruh Kredibilitas Influncer, Electronic Word of Mouth (E-WOM), dan Halal Awareness Terhadap Niat Beli Skincare Halal pada Platform E-Commerce
DOI:
https://doi.org/10.25299/syarikat.2026.vol9(1).27845Keywords:
Kredibilitas Influncer, Electronic Word of Mouth, Halal awareness, Theory of Planned Behavior, Niat BeliAbstract
Skincare telah menjadi bagian dari tren gaya hidup sehat di kalangan generasi Z yang banyak memanfaatkan platform e-commerce untuk memenuhi kebutuhannya. Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas Influncer, Electronic Word of Mouth (E-WOM), dan halal awareness terhadap niat beli skincare halal dengan menggunakan kerangka Theory of Planned Behavior (TPB). Metode kuantitatif digunakan dalam penelitian ini, dengan data primer dari 147 responden, yang dianalisis menggunakan SEM-PLS melalui software SmartPLS 4. Penelitian menunjukkan bahwa E-WOM tidak mempengaruhi Attitude konsumen dalam membeli skincare halal. Sementara itu, kredibilitas Influncer dan halal awareness terbukti berpengaruh positif dalam membentuk Attitude konsumen, yang selanjutnya meningkatkan niat beli. Dalam kerangka TPB, menunjukkan bahwa Attitude, subjective norm, dan Perceived Behavior Control berpengaruh dalam membentuk niat beli konsumen. Penelitian ini terbatas pada generasi Z Muslim di Kota Surabaya dengan karakteristik responden yang didominasi oleh perempuan, sehingga hasil penelitian belum dapat digeneralisasikan pada wilayah maupun kelompok generasi yang lebih luas.
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