Factors affecting the intention to purchase halal cosmetics on Instagram: E-WOM and brand image

Abstract

Purpose: This research is conducted to understand the effect of E-WOM and brand image on purchase intention of halal cosmetics which are sold online through Instagram. Methodology: This research is quantitative research. The data used in this research is primary data which is collected using a questionnaire. The sampling technique is purposive sampling with 93 research samples. Findings: This research shows that the purchase intention of halal cosmetics through Instagram is simultaneously influenced by E-WOM and brand image. This finding support previous researches related to the effect of E-WOM and brand image on purchase intention.