“Analisis pengaruh Social Influence, Electronic Word-of-Mouth, Consumer Knowledge, dan Religiosity terhadap produk kosmetik merek Wardah di kota Samarinda” --Ed. 1

ABSTRACT
This study aims to identify the effect of Social Influence, Electronic Word-ofMouth, Consumer Knowledge, and Religiosity on Purchase Intention through
Attitude on Wardah Cosmetics Consumers in Samarinda City. This study used a
quantitative method and was analyzed by using IBM SPSS Statistic Ver.23 and
Structural Equation Model (SEM) using IBM AMOS 5. The sample of 154
respondents were taken from ten sub-districts in Samarinda City.
The result of this study revealed that Social influence and Religiosity
positively have significant impact on Attitude. However, this study found that
Electronic Word-of-Mouth and Consumer Knowledge have positive insignificant
impact on Attitude. Consumer Knowledge and Religiosity also have insignificant
effect on Purchase Intention. Meanwhile, Social Influence, and Electronic Wordof-Mouth and Attitude positively have significant effect on Purchase Intention.
Keywords : Social Influence, Electronic Word-of-Mouth, Consumer
Knowledge, Religiosity, Attitude, Purchase Intention, Wardah, Halal Cosmetics
ABSTRAK
Penelitian ini bertujuan untuk mengidentifikasi pengaruh Social Influence,
Electronic Word-of-Mouth, Consumer Knowledge, dan Religiosity terhadap
Purchase Intention melalui Attitude pada konsumen kosmetik merek Wardah di
kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dan
dianalisis menggunakan IBM SPSS Statistic Versi 23 dan dan Structural
Equation Model (SEM) dengan software IBM AMOS 5. Penelitian ini
menggunakan sampel sebanyak 154 responden yang berasal dari sepuluh
kecamatan di kota Samarinda.
Hasil penelitian ini menunjukan bahwa Social influence dan Religiosity
memiliki pegaruh positif yang signifikan terhadap Attitude. Namun, penelitian ini
menemukan bahwa Electronic Word-of-Mouth dan Consumer Knowledge
memiliki pengaruh tidak signifikan terhadap Attitude. Consumer Knowledge dan
Religiosity juga tidak memiliki pengaruh signifikan terhadap Purchase Intention.
Sementara Social Influence, Electronic Word-of-Mouth dan Attitude memiliki
pengaruh signifikan terhadap Purchase Intention.
Kata Kunci : Social Influence, Electronic Word-of-Mouth, Consumer
Knowledge, Religiosity, Attitude, Purchase Intention, Wardah,
Halal Cosmetic