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Determining Factors Affecting Muslim Customer Purchase Intention to Shop Skincare Online: A Study in Indonesia

In: Research on Islamic Business Concepts

Author

Listed:
  • Vanesa Hana Budiarani

    (Gadjah Mada University)

  • Sahid Susilo Nugroho

    (Gadjah Mada University)

Abstract

Indonesia is regarded as the country with the largest population of Muslim customers and expanding market of e-marketplaces in recent years. It leads to the increasing rate of competitiveness between e-marketplace companies to gain Muslim customers by capturing customer purchase intention. This study aimed to determine the key factors that affect the purchase intention of Muslim customers to shop for skincare in e-marketplaces and examine the moderating effect of risks that might influence the relations between customer trust and customer purchase intention. The research model of this study adopted Stimulus–Organism–Response (SOR) and prospect theories and involved six primary constructs. The study applied a quantitative approach using a structured questionnaire distributed to the targeted samples. The questionnaire data from 310 samples (respondents) were analyzed with structural equation model to verify the model and hypotheses. The results revealed that the interface quality of e-marketplaces, information quality of online reviews, customer enjoyment, and customer trust positively affected customer purchase intention. In addition, interface quality also positively affected customer trust and customer enjoyment. Furthermore, information quality of online reviews had a positive effect on customer trust. The results also confirmed that risks did not moderate the relationship between trust and purchase intention. Hence, it could be concluded that Muslim customers tended to consider the interface quality and information quality of online reviews before making a purchase decision. Additionally, this study suggests that e-marketplaces should emphasize the qualities of interface and online reviews on their platform to foster a positive customer attitude and behavior.

Suggested Citation

  • Vanesa Hana Budiarani & Sahid Susilo Nugroho, 2023. "Determining Factors Affecting Muslim Customer Purchase Intention to Shop Skincare Online: A Study in Indonesia," Springer Proceedings in Business and Economics, in: Veland Ramadani & Baker Alserhan & Léo-Paul Dana & Jusuf Zeqiri & Hasan Terzi & Mehmet Bayirli (ed.), Research on Islamic Business Concepts, chapter 0, pages 67-83, Springer.
    • Handle: RePEc:spr:prbchp:978-981-99-5118-5_5
    DOI: 10.1007/978-981-99-5118-5_5
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