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Article
Publication date: 21 July 2023

Yudha Dwi Nugraha, Suliyanto  , Rezi Muhamad Taufik Permana, Azib   and Deno Hadiarti

The purpose of this study is to investigate the impulsive purchase of Generation Z of Muslim women on TikTok Shop. The primary attention in this stimulation investigation drives…

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Abstract

Purpose

The purpose of this study is to investigate the impulsive purchase of Generation Z of Muslim women on TikTok Shop. The primary attention in this stimulation investigation drives the impulsive buying between the Generation Z of Muslim women customers in Indonesia. This study provides valuable concept to help a company or cosmetic brand grow the marketing strategy for stimulating impulsive behaviour of Generation Z customers on TikTok Shop.

Design/methodology/approach

An online survey of 256 Muslim women consumers of the Generation Z was used to collect the data. Covariance-based structural equation modelling was applied to assess the five hypotheses.

Findings

The results of this study indicate that micro-celebrities post authenticity has a positive and significant relationship with utilitarian browsing. However, micro-celebrities post authenticity did not have a positive and significant relationship with hedonic browsing. This study also concludes that utilitarian browsing was found to have a positive and significant relationship with hedonic browsing. Finally, hedonic browsing was found to have a positive and significant effect on reminiscence impulse purchase intention and designed impulse purchase intention.

Research limitations/implications

The primary limitation is the research sample that only consists of Indonesian TikTok Shop customers. Next, the researchers could examine the research model in several countries to expand its generalisation. The second one, this research does not consider the origin country of a cosmetic product. The future study must investigate the local and foreign cosmetics to see the preference and the differences in the impulsive purchase, especially for Z women generation customer. Third, this study quantifies the intention to buy impulsively so that the following research must investigate the ownership of the cosmetics product that has been bought before. Finally, the research only involves a quantitative research method. The future study must investigate with another approach, such as a qualitative method or mixed-method, in the impulsive purchase intention context.

Practical implications

A cosmetic company or marketer could maximise the authenticity, relevancy and attractive information that is posted by micro media social celebrities or media social influencers. Cosmetic companies or marketers must provide comprehensive information to satisfy customers’ browsing actions. Finally, besides the information related to the limited cosmetics product stock, discount and promotion as the effective strategy to stimulate the impulsive buying, the cosmetics marketing can use gamification, increasing the picture quality and equipping product descriptions, and making educational content.

Social implications

The existence of TikTok Shop is increasing the number of cosmetics products and competitors because of product’s excessive availability in the market. In the social benefit context, the Generation Z Muslim women can purchase and use various cosmetics product available on TikTok Shop, but customers must be on guard by knowing the cosmetics material to prevent the healthiness. In addition, the existence of TikTok Shop and the impulsive purchases by the Generation Z Muslim women are also increasing the retailer or local cosmetics producer income.

Originality/value

This study is a contribution to consumer behaviour literature by raising the Stimulus–Organism–Response framework used in determining the factors influencing browsing and impulsive consumption of cosmetic products on TikTok Shop.

Article
Publication date: 20 October 2022

Yudha Dwi Nugraha, Rezi Muhamad Taufik Permana, Dedy Ansari Harahap, Mohsin Shaikh and Hofifah Ida Fauziah

This study aims to investigate how the social identity theory and emotional attachment theory influence the willingness of consumers to buy foreign cosmetic products…

Abstract

Purpose

This study aims to investigate how the social identity theory and emotional attachment theory influence the willingness of consumers to buy foreign cosmetic products. Specifically, this study examines the relationship between consumer ethnocentrism, foreign product judgment and willingness to buy foreign products. Furthermore, the interaction effect of consumer affinity and patriotism are tested in the model.

Design/methodology/approach

An online survey of 208 millennial Muslim women consumers was used to collect the data. The structural equation modeling test was used to assess the six hypotheses. Moreover, the two-step estimation approach was used to test the interaction moderation of consumer affinity and patriotism.

Findings

The results indicate that consumer ethnocentrism has a positive and significant relationship with foreign product judgment. Foreign product judgment was also found to have a positive and significant relationship with willingness to buy. In addition, this study concludes that affinity was found to moderate the relationship between consumer ethnocentrism and foreign product judgment and strengthen the positive and significant effect of foreign product judgment on the willingness to buy. Finally, patriotism did not moderate the relationship between consumer ethnocentrism and foreign product judgment. However, patriotism moderated the relationship between foreign product judgment and willingness to buy.

Research limitations/implications

This study only focused on one category (i.e. low involvement product), and the authors recommend future studies to examine a high involvement product. Other individual orientation constructs, such as xenocentrism, need to be examined in future studies. Moreover, only intentional measures were investigated. Thus, further research could correlate intentional measures with product ownership. Finally, future research could examine how consumers behave differently across nations. Thus, the present model would require cross-cultural research.

Practical implications

Marketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the antecedents of consumers’ willingness to buy in the foreign cosmetic products setting. Additionally, foreign cosmetic marketers could focus on consumer affinity to strengthen the communication with and arouse the affinity of Muslim millennials women consumers in Indonesia. Finally, marketers can incorporate messages and signals of patriotism in their marketing communications to increase Muslim millennial women consumers’ love and pride.

Social implications

The growing obsession with beauty among women has led to the immense growth of the cosmetics industry. This phenomenon has spawned an abundance of cosmetic products on the market. The advancement of information technology has further increased competition for cosmetic products as more products can be quickly brought to market. Muslim millennials consumers must be aware and careful about raw materials, impacts on long-term health, impacts on the national economy, environmental impacts and halal certification when using various kinds of cosmetics.

Originality/value

This study contributes to the literature on international marketing research by incorporating the interactive effect of consumer affinity and patriotism in the acceptance of foreign cosmetic products.

Details

Journal of Islamic Marketing, vol. 14 no. 10
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 11 January 2021

Yudha Dwi Nugraha and Yulia Arisnani Widyaningsih

This paper aims to investigate the relationship between expectations of umrah visit, the two dimensions of motivation for umrah visit and attitude toward umrah visit using the…

Abstract

Purpose

This paper aims to investigate the relationship between expectations of umrah visit, the two dimensions of motivation for umrah visit and attitude toward umrah visit using the expectation, motivation and attitude (EMA) model. The study aims to expand the domain of religious tourism and destination marketing by including the moderating role of gender and religiosity on the EMA model to investigate the pre-visit stage of Indonesian Muslim pilgrims.

Design/methodology/approach

An online survey for 299 potential Muslim pilgrims was conducted to test nine hypotheses. A multi-group moderation test with chi-square differences was conducted to test the moderation effect of gender and religiosity on the model. The construct of motivation begins with an open question.

Findings

The paper provides empirical insights on how the interrelationship between EMA. The results indicate that umrah visit expectations and umrah visit motivations have a significant positive relationship with the attitude toward umrah visit. Moreover, this study concludes that gender significantly moderates the relationship between umrah visit expectations and attitude toward umrah visit. Religiosity significantly moderates the relationship between umrah visit expectations and umrah visit motivations.

Research limitations/implications

The authors discovered three limitations. First, the construction of the research model only added two moderation variables in the EMA model. Second, many Muslim pilgrims have other situations that influence their decision to perform umrah. Third, although this study gathers Muslim pilgrims from all regions in Indonesia, fairly small sample size can influence the generalization of findings.

Practical implications

Managers should be focusing more on accommodating the religious needs of Muslim pilgrims. Although there was no gender difference in the relationship between expectations and motivations, managers still must be careful in creating and carrying out umrah programs and activities. To capture the market for male Muslims, priority should be given to promoting aspects of the culture and history of Islam when performing an umrah. Considering the important role of religiosity for market segmentation and to capture the market of Muslim pilgrims with low religiosity is by focusing more on the aspects of religious and spiritual motivation when performing umrah.

Social implications

By increasing umrah’s visit, umrah is now more in demand by the Muslim community because it is not only an alternate pilgrimage but also to improve the spiritual and religious individual and family. This is coupled with the increasing number of umrah travel agents and people’s lifestyles that make umrah a holiday choice with colleagues and family. With these advantages, prospective Indonesian Muslim pilgrims must be more selective and look for a broad range of information about umrah departures because many umrah travel agents do not yet have a permit and offer a cheap umrah departure. Also, prospective Muslim pilgrims must prepare themselves better by studying the terms and pillars of Umrah.

Originality/value

This paper contributes to the literature on tourism marketing and religious tourism research by comparing gender and religiosity on EMA model.

Details

Journal of Islamic Marketing, vol. 13 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

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