Customer Purchase Intentions on Hijab Fashion: The Role of Social Media Marketing Instagram and Product Quality
Main Article Content
Keywords
Purchase Intention, Product Quality, Social Media, Instagram, Hijab Fashion
Abstract
The objective of this research is to measure the influence of product quality and social media Instagram on customer purchase intention of hijab fashion. The Theory of Reasoned Action (TRA) was used to explain the relationship of the variables affecting customer purchase intentions. A quantitative method was used in this study and the structural equation modeling (SEM) was employed to test the research hypotheses. The data collection was carried out using a purposive sampling method. A total of 210 respondents were gathered during the data collection period. The results showed that social media marketing Instagram and product quality influence customer purchase intention. This finding implies to fashion store managers to consider not only product quality in selling the hijab but also the social media marketing Instagram in encouraging customer purchase intentions.
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References
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Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179–189. doi: 10.1016/j.ijinfomgt.2015.11.005
Amornpashara, N., Rompho, N., & Phadoongsitthi, M. (2015). A study of the relationship between using Instagram and purchase intention. Journal for Global Business Advancement, 8(3), 354–370. doi: 10.1504/JGBA.2015.071330
Belleau, B. D., Summers, T. A., Xu, Y., & Pinel, R. (2007). Theory of reasoned action: Purchase intention of young consumers. Clothing and Textiles Research Journal, 25(3), 244–257. doi: 10.1177/0887302X07302768
Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407–414. doi: 10.1016/j.jretconser.2013.11.001
Das, G. (2015). Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands. Journal of Global Fashion Marketing, 6(3), 180–193. doi: 10.1080/20932685.2015.1032316
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Jurnal Tugas Ind 3. XXVIII(August), 307–319.
Flanagin, A. J., Metzger, M. J., Pure, R., Markov, A., & Hartsell, E. (2014). Mitigating risk in ecommerce transactions: Perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention. Electronic Commerce Research, 14(1), 1–23. doi: 10.1007/s10660-014-9139-2
Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459–476. doi: 10.1002/cb.1585
Follows, S. B., & Jobber, D. (2000). Environmentally responsible purchase behaviour: a test of a consumer model. European Journal of Marketing, 34(5/6), 723–746. doi: 10.1108/03090560010322009
Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193–207. doi: 10.1016/j.bushor.2011.01.001
Guindi, F. El. (1999). To cite this article: Fadwa El Guindi (1999) Veiling Resistance, Fashion Theory (Vol. 3). doi: 10.2752/136270499779165626
Hair, J.F. (2014). Multivariate Data Analysis. In Exploratory Data Analysis in Business and Economics (7th ed.). doi: 10.1007/978-3-319-01517-0_3
Hair, Joe F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. doi: 10.1108/EBR-10-2013-0128
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273. doi: 10.1016/j.bushor.2011.01.007
Hill, R. J., Fishbein, M., & Ajzen, I. (1977). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Contemporary Sociology, 6(2), 244. doi: 10.2307/2065853
Hoe, L. C., & Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20. doi: 10.5296/ijim.v3i1.13959
Hong, S., & Kim, S. H. (2016). Political polarization on twitter: Implications for the use of social media in digital governments. Government Information Quarterly, 33(4), 777–782. doi: 10.1016/j.giq.2016.04.007
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342–351. doi: 10.1108/JPBM-05-2013-0299
Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55(2), 129–139. doi: 10.1016/j.bushor.2011.10.009
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. doi: 10.1016/j.bushor.2009.09.003
Kozinets, R. V. (2002). Kozinets_2010. Journal of Marketing Research, XXXIX(February), 61–72.
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. doi: 10.1016/j.apmrv.2015.03.005
Liu, J. (2013). Journal of Islamic Marketing. Journal of Islamic Marketing Article, 4(1), 2013–2014.
Naeem, M. (2019). Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country. Journal of Islamic Marketing. doi: 10.1108/JIMA-11-2018-0214
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. doi: 10.1016/j.jretconser.2015.11.006
Sahoo, N., Dellarocas, C., & Srinivasan, S. (2018). The impact of online product reviews on product returns. Information Systems Research, 29(3), 723–738. doi: 10.1287/isre.2017.0736
Saleem, B. A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product Perceived Quality and Purchase Intention withConsumer Satisfaction. Global Journal of Management and Business Research: E Marketing, 15(1), p21-28. Retrieved from https://globaljournals.org/GJMBR_Volume15/3-Product-Perceived-Quality.pdf
Suh, J. C., & Yi, Y. (2006). When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement. Journal of Consumer Psychology, 16(2), 145–155. doi: 10.1207/s15327663jcp1602_5
Tarlo, E. (2007). Hijab in London: Metamorphosis, resonance and effects. Journal of Material Culture, 12(2), 131–156. doi: 10.1177/1359183507078121
Tsai, M. T., Tsai, C. L., & Chang, H. C. (2010). The effect of customer value, customer satisfaction, and switching costs on customer loyalty: An empirical study of hypermarkets in Taiwan. Social Behavior and Personality, 38(6), 729–740. doi: 10.2224/sbp.2010.38.6.729
Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207–217. doi: 10.1111/j.1470-6431.2005.00477.x
Virtanen, H., Björk, P., & Sjöström, E. (2017). Follow for follow: marketing of a start-up company on Instagram. Journal of Small Business and Enterprise Development, 24(3), 468–484. doi: 10.1108/JSBED-12-2016-0202
Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179–189. doi: 10.1016/j.ijinfomgt.2015.11.005