DETERMINING FACTORS OF PURCHASE INTENTION AND WILLINGNESS TO PAY PROCESS
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Putri Maylandi(1*)
Department of Marketing Management, Faculty of Economics and Business, University of Trisakti
-
Kurniawati Kurniawati(2)
Department of Marketing Management, Faculty of Economics and Business, University of Trisakti
(*) Corresponding Author
Keywords:
Purchase Intention, Willingness to Pay, Decision-making, eWOM, Muslim Fashion
Abstract
This inquire about was conducted to Analyze the Determinants of Eagerness to Pay (WTP) by understanding what drives consumers' greatest cost resistance. This is a associative type of quantitative approach. The time horizon is cross-sectional. The unit of analysis is individual who are Muslim fashion consumers. Survey conducted by distribute the questionnaire in December 2023 using Google Forms to 361 sample. Seven variables were tested, consisting of 33 questions on a five-point Likert scale. Structural Equation Modeling (SEM) is used to examine data. The findings of a test of the hypothesis that Purchase Intention is significantly positively impacted by Brand Personality, Social Influence, and Brand Reputation. Purchase intention significantly improves eWOM and decision-making. Willingness to Pay is significantly improved by decision-making and eWOM. Brand Personality, Social Influence, and Brand Reputation are factors to attract interest in buying Muslim fashion products.
Keywords: Purchase Intention; Willingness to Pay; Decision-making; eWOM; Muslim Fashion
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References
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Bostanudin, A. N., & Rashid, A. (2021). Brand Loyalty in Modest Fashion Industry Among Gen Y Female Employees in Malaysia: a Conceptual Framework. Selangor Business Review, 6(1), 27–38.
Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M.,
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Chen, N., & Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
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Fombrun, C. J., & Riel, C. B. M. Van. (2004). Fame And Fortune : How Successful Winning Reputations. In C. D. A. Lindsay (Ed.), Corporate Publik Affairs (Vol. 14, pp. 21–22). Pearson Education.
Ganbold, M., & Gantulga, U. (2021). Social Influence, Xenocentrism and Status Consumption on Purchase Intention: In the Case of Women’s Imported Handbags. Asia Marketing Journal, 23(3), 27–35.
https://doi.org/10.53728/2765-6500.1575
Hair, J. F. (2010). Multivariate Data Analysis (Seventh Ed). New Jersey: Pearson Prentice Hall.
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Hartono, N. B. Y., Jaolis, F., & Wijaya, S. (2023). The Effect of Perceived Risk, Subjective Norm, Brand Reputation on the Attitude and the Intention To Use Digital Bank Services in Indonesia. International Journal of Financial and Investment Studies (IJFIS), 4(1), 1–8. https://doi.org/10.9744/ijfis.4.1.1-8
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Iskandar, A. (2014). Teknik Analisis Validitas Konstruk dan Reliabilitas instrument Test dan Non Test Dengan Software LISREL. Statistical Analysis of Management Data, 1–13.
Kariani, & Rusni, A. (2021). Pengaruh Lokasi Dan Sales Promotion Terhadap Impulsive Buying Pada Konsumen Alfamart Batu Alang Kecamatan Moyo Hulu Sumbawa. Jurnal Manajemen Ekonomi Dan Bisnis, 1–8.
Kasman, P. S. P., & Ali, H. (2022). Literature Review Factors Affecting Decision Making and Career Planning: Environment, Experience and Skill. Dinasti International Journal of Digital Business Management, 3(2), 219–231.
Kim, Y., & Oh, K. W. (2020). Effects of perceived sustainability level of sportswear product on purchase intention: Exploring the roles of perceived skepticism and perceived brand reputation. Sustainability (Switzerland), 12(20), 1–16. https://doi.org/10.3390/su12208650
Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145–157. https://doi.org/10.1057/s41270-021-00132-9
Liao, Y. K., Wu, W. Y., Le, T. Q., & Phung, T. T. T. (2022). The Integration of the Technology Acceptance Model and Value-Based Adoption Model to Study the Adoption of E-Learning: The Moderating Role of e-WOM. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14020815
Maharani, A. F., Fawaz, D. M., Y, R. L. B., Kusumasari, I. R., & Nugroho, R. H. (2024). Analisis Model Pengambilan Keputusan : Pendekatan Rasional dan Normatif. Jurnal Akuntansi, Manajemen, Dan Perencanaan Kebijakan, 2(2), 1–8. https://economics.pubmedia.id/index.php/jampk
Matsuki. (2020). Menjadi Muslim, Menjadi Indonesia (Kilas Balik Indonesia Menjadi Bangsa Muslim Terbesar). Kementerian Agama Republik Indonesia.
Maulid, R. (2022). Ragam Teknik Analisis Data & Uji Hipotesis Asosiatif. Yayasan Multimedia Nusantara & Xeratic. https://dqlab.id/ragam-teknik-analisis-data-dan-uji-hipotesis-asosiatif
Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183–193.
Nik Hashim, N. M. H., Khalid, N. R., Mokhtaruddin, S. A., Al Mamun, A., & Razzaque, M. A. (2023). Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousness. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/jfmm-10-2022-0209
Park, S., & Kim, E. Y. (2021). A Longitudinal Study for Predicting Intentions to Use Augmented Reality Technology in the Fashion Shopping Context. International Journal of Costume and Fashion, 21(1), 1–13.
https://doi.org/10.7233/ijcf.2021.21.1.001
Rizkianti, H., & Kurniawati. (2021). Determinan Purchase Intention: Perspektif Pelanggan Minimarket. Journal of Management and Business Review, 18(2), 124–136. https://doi.org/10.34149/jmbr.v18i2.275
Rup, B. K., Gochhayat, J., & Samanta, S. (2021). Revisiting brand personality attributes: Mediating role of brand attitude. International Journal of Asian Business and Information Management, 12(2), 124–136.
https://doi.org/10.4018/IJABIM.20210401.oa8
Rusadi, A. H. dan Y. (2022). Kritik Globalisasi : Fenomena Fast Fashion Sebagai Budaya Konsumerisme Pada Kalangan Pemuda Kota Surabaya. Al’Ma Arief, 4(2), 59–67.
Samsul, S., Muslimin, S., & Jafar, W. (2022). Peluang dan Tantangan Industri Halal Indonesia Menuju Pusat Industri Halal Dunia. Al-Azhar Journal of Islamic Economics, 4(1), 12–24. https://doi.org/10.37146/ajie.v4i1.135
Saputra, A. W. T., & Sari, N. R. (2022). Pengaruh Promosi, Demografis, Pengalaman, dan Trend terhadap Keputusan Pembelian Produk Apparel Motor “Prostreet” di Tokopedia. Jurnal Pendidikan Dan Kewirausahaan, 10(3), 740–762. https://doi.org/https://doi.org/10.47668/pkwu.v10i3.506
Schmidt, J., & Bijmolt, T. H. A. (2020). Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias. Journal of the Academy of Marketing Science, 48(3), 499–518.
https://doi.org/10.1007/s11747-019-00666-6
Setiadi, N. J. (2018). Perilaku Konsumen: Pendekatan Praktis. Prenadamedia Group.
Tarigan, Z. J. H., Jonathan, M., Siagian, H., & Basana, S. R. (2022). The effect of e-WOM through intention to use technology and social media community for mobile payments during the COVID-19. In International Journal of
Data and Network Science (Vol. 6, Issue 2, pp. 563–572).
https://doi.org/10.5267/j.ijdns.2021.11.008
Wahono, S., & Ali, H. (2021). Peranan Data Warehouse, Software Dan Brainware Terhadap Pengambilan Keputusan (Literature Review Executive Support Sistem for Business). Jurnal Ekonomi Manajemen Sistem Informasi, 3(2), 225–239. https://doi.org/10.31933/jemsi.v3i2.781
Wang, E., An, N., Gao, Z., Kiprop, E., & Geng, X. (2020). Consumer food stockpiling behavior and willingness to pay for food reserves in COVID-19. Food Security, 12(4), 739–747. https://doi.org/10.1007/s12571-020-01092-1
Wang, S., Liao, Y.-K., Wu, W.-Y., & Lee, K. B. H. (2021). The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions. Case Studies in Chemical and Environmental Engineering, 13(21).
https://doi.org/10.1016/j.cscee.2023.100313
Wong, L. P., Alias, H., Wong, P. F., Lee, H. Y., & AbuBakar, S. (2020). The use of the health belief model to assess predictors of intent to receive the COVID-19 vaccine and willingness to pay. Human Vaccines and Immunotherapeutics, 16(9), 2204–2214. https://doi.org/10.1080/21645515.2020.1790279
Zaki, R. M., & Elseidi, R. I. (2023). Religiosity and purchase intention: an Islamic apparel brand personality perspective. Journal of Islamic Marketing.
https://doi.org/10.1108/JIMA-09-2022-0257
Zhu, D. H., Wang, Y. W., & Chang, Y. P. (2018). The influence of online cross-recommendation on consumers’ instant cross-buying intention: The moderating role of decision-making difficulty. Internet Research, 28(3), 604–622. https://doi.org/10.1108/IntR-05-2017-0211
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12(April), 1–15. https://doi.org/10.3389/fpsyg.2021.644020
Zukhrufani, A., & Ratnasari, R. T. (2022). The Influence of Brand Personality, Brand Awareness, Fashion Consciousness, and Satisfaction as Intervening Variables On Muslim Fashion Product Loyalty in Indonesia. Jurnal Ekonomi Bisnis Dan Kewirausahaan (JEBIK) , 11(1), 1–14.
Zulfikar, R., Sari, F. P., Fatmayati, A., Wandini, K., Haryati, T., Jumini, S., Nurjanah, Annisa, S., Kusumawardhani, O. B., Mutiah, R., Linggi, A. I., & Fadilah, H. (2024). Metode Penelitian Kualitatif. In E. Damayanti (Ed.), Widina Media Utama (Vol. 7, Issue 2).
Aditya, T., & Mahyuni, L. P. (2022). Pengaruh literasi keuangan, persepsi kemudahan, manfaat, keamanan dan pengaruh sosial terhadap minat penggunaan fintech. Forum Ekonomi, 24(2), 245–258. https://doi.org/10.30872/jfor.v24i2.10330
Afriyani, E. (2020). Pengaruh Brand Personality Terhadap Loyalitas Konsumen Merek Ayam “Geprek Bensu” Pada Konsumen Di Kota Pekanbaru (Studi Kasus Geprek Bensu Jalan Arifin Ahmad) [Universtas Islam Riau]. In Perpustakaan Universitas Islam Riau. http://repo.iain-tulungagung.ac.id/5510/5/BAB 2.pdf
Akbar, R., Sukmawati, U. S., & Katsirin, K. (2023). Analisis Data Penelitian Kuantitatif. Jurnal Pelita Nusantara, 1(3), 430–448.
https://doi.org/10.59996/jurnalpelitanusantara.v1i3.350
Backs, S., Jahnke, H., Lüpke, L., Stücken, M., & Stummer, C. (2021). Traditional versus fast fashion supply chains in the apparel industry: an agent-based simulation approach. Annals of Operations Research, 305(1–2), 487–512. https://doi.org/10.1007/s10479-020-03703-8
Bilal, M., Jianqiu, Z., Dukhaykh, S., Fan, M., & Trunk, A. (2021). Understanding the effects of ewom antecedents on online purchase intention in China. Information (Switzerland), 12(5), 1–15. https://doi.org/10.3390/info12050192
Bostanudin, A. N., & Rashid, A. (2021). Brand Loyalty in Modest Fashion Industry Among Gen Y Female Employees in Malaysia: a Conceptual Framework. Selangor Business Review, 6(1), 27–38.
Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M.,
Elsaed, A. A., & Elsaied, M. A. (2023). Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM? Sustainability (Switzerland), 15(6), 1–22.
https://doi.org/10.3390/su15065331
Chen, N., & Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
Dinar Standard. (2022). State of the Global Islamic Economy Report: Unlocking Opportunity. State of the Global Islamic Economy Report 2020/21, 4–202.
Farzin, M., Shababi, H., Shirchi Sasi, G., Sadeghi, M., & Makvandi, R. (2023). The determinants of eco-fashion purchase intention and willingness to pay. Spanish Journal of Marketing - ESIC, 27(3), 348–366. https://doi.org/10.1108/SJME-07-2022-0158
Febratriantoro, R., & Masnita, Y. (2023). Increasing Purchase Intention And E-Wom Using The Antecedents Of Parasocial Interaction. Ramadhan Febratriantoro, et.al 408 Increasing Purchase Intention And E-Wom Using The Antecedents Of Parasocial Interaction Under A Creative Commons Attribution-Noncom. Jurnal Ekonomi, 12(01), 2023.
Fombrun, C. J., & Riel, C. B. M. Van. (2004). Fame And Fortune : How Successful Winning Reputations. In C. D. A. Lindsay (Ed.), Corporate Publik Affairs (Vol. 14, pp. 21–22). Pearson Education.
Ganbold, M., & Gantulga, U. (2021). Social Influence, Xenocentrism and Status Consumption on Purchase Intention: In the Case of Women’s Imported Handbags. Asia Marketing Journal, 23(3), 27–35.
https://doi.org/10.53728/2765-6500.1575
Hair, J. F. (2010). Multivariate Data Analysis (Seventh Ed). New Jersey: Pearson Prentice Hall.
Hair, J. F., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Cengage.
Hartono, N. B. Y., Jaolis, F., & Wijaya, S. (2023). The Effect of Perceived Risk, Subjective Norm, Brand Reputation on the Attitude and the Intention To Use Digital Bank Services in Indonesia. International Journal of Financial and Investment Studies (IJFIS), 4(1), 1–8. https://doi.org/10.9744/ijfis.4.1.1-8
Hasan, A. H. (2025). Kepala BPJPH: Peluang Industri Halal Sangat Besar, Saatnya Kita Gerak Cepat. Badan Penyelenggara Jaminan Produk Halal.
https://bpjph.halal.go.id/detail/kepala-bpjph-peluang-industri-halal-sangat-besar-saatnya-kita-gerak-cepat
Iqbal, M. (2015). Regresi Data Panel (2) “Tahap Analisis.” Perbanas Institute. https://dosen.perbanas.id/regresi-data-panel-2-tahap-analisis/
Iskandar, A. (2014). Teknik Analisis Validitas Konstruk dan Reliabilitas instrument Test dan Non Test Dengan Software LISREL. Statistical Analysis of Management Data, 1–13.
Kariani, & Rusni, A. (2021). Pengaruh Lokasi Dan Sales Promotion Terhadap Impulsive Buying Pada Konsumen Alfamart Batu Alang Kecamatan Moyo Hulu Sumbawa. Jurnal Manajemen Ekonomi Dan Bisnis, 1–8.
Kasman, P. S. P., & Ali, H. (2022). Literature Review Factors Affecting Decision Making and Career Planning: Environment, Experience and Skill. Dinasti International Journal of Digital Business Management, 3(2), 219–231.
Kim, Y., & Oh, K. W. (2020). Effects of perceived sustainability level of sportswear product on purchase intention: Exploring the roles of perceived skepticism and perceived brand reputation. Sustainability (Switzerland), 12(20), 1–16. https://doi.org/10.3390/su12208650
Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145–157. https://doi.org/10.1057/s41270-021-00132-9
Liao, Y. K., Wu, W. Y., Le, T. Q., & Phung, T. T. T. (2022). The Integration of the Technology Acceptance Model and Value-Based Adoption Model to Study the Adoption of E-Learning: The Moderating Role of e-WOM. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14020815
Maharani, A. F., Fawaz, D. M., Y, R. L. B., Kusumasari, I. R., & Nugroho, R. H. (2024). Analisis Model Pengambilan Keputusan : Pendekatan Rasional dan Normatif. Jurnal Akuntansi, Manajemen, Dan Perencanaan Kebijakan, 2(2), 1–8. https://economics.pubmedia.id/index.php/jampk
Matsuki. (2020). Menjadi Muslim, Menjadi Indonesia (Kilas Balik Indonesia Menjadi Bangsa Muslim Terbesar). Kementerian Agama Republik Indonesia.
Maulid, R. (2022). Ragam Teknik Analisis Data & Uji Hipotesis Asosiatif. Yayasan Multimedia Nusantara & Xeratic. https://dqlab.id/ragam-teknik-analisis-data-dan-uji-hipotesis-asosiatif
Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183–193.
Nik Hashim, N. M. H., Khalid, N. R., Mokhtaruddin, S. A., Al Mamun, A., & Razzaque, M. A. (2023). Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousness. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/jfmm-10-2022-0209
Park, S., & Kim, E. Y. (2021). A Longitudinal Study for Predicting Intentions to Use Augmented Reality Technology in the Fashion Shopping Context. International Journal of Costume and Fashion, 21(1), 1–13.
https://doi.org/10.7233/ijcf.2021.21.1.001
Rizkianti, H., & Kurniawati. (2021). Determinan Purchase Intention: Perspektif Pelanggan Minimarket. Journal of Management and Business Review, 18(2), 124–136. https://doi.org/10.34149/jmbr.v18i2.275
Rup, B. K., Gochhayat, J., & Samanta, S. (2021). Revisiting brand personality attributes: Mediating role of brand attitude. International Journal of Asian Business and Information Management, 12(2), 124–136.
https://doi.org/10.4018/IJABIM.20210401.oa8
Rusadi, A. H. dan Y. (2022). Kritik Globalisasi : Fenomena Fast Fashion Sebagai Budaya Konsumerisme Pada Kalangan Pemuda Kota Surabaya. Al’Ma Arief, 4(2), 59–67.
Samsul, S., Muslimin, S., & Jafar, W. (2022). Peluang dan Tantangan Industri Halal Indonesia Menuju Pusat Industri Halal Dunia. Al-Azhar Journal of Islamic Economics, 4(1), 12–24. https://doi.org/10.37146/ajie.v4i1.135
Saputra, A. W. T., & Sari, N. R. (2022). Pengaruh Promosi, Demografis, Pengalaman, dan Trend terhadap Keputusan Pembelian Produk Apparel Motor “Prostreet” di Tokopedia. Jurnal Pendidikan Dan Kewirausahaan, 10(3), 740–762. https://doi.org/https://doi.org/10.47668/pkwu.v10i3.506
Schmidt, J., & Bijmolt, T. H. A. (2020). Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias. Journal of the Academy of Marketing Science, 48(3), 499–518.
https://doi.org/10.1007/s11747-019-00666-6
Setiadi, N. J. (2018). Perilaku Konsumen: Pendekatan Praktis. Prenadamedia Group.
Tarigan, Z. J. H., Jonathan, M., Siagian, H., & Basana, S. R. (2022). The effect of e-WOM through intention to use technology and social media community for mobile payments during the COVID-19. In International Journal of
Data and Network Science (Vol. 6, Issue 2, pp. 563–572).
https://doi.org/10.5267/j.ijdns.2021.11.008
Wahono, S., & Ali, H. (2021). Peranan Data Warehouse, Software Dan Brainware Terhadap Pengambilan Keputusan (Literature Review Executive Support Sistem for Business). Jurnal Ekonomi Manajemen Sistem Informasi, 3(2), 225–239. https://doi.org/10.31933/jemsi.v3i2.781
Wang, E., An, N., Gao, Z., Kiprop, E., & Geng, X. (2020). Consumer food stockpiling behavior and willingness to pay for food reserves in COVID-19. Food Security, 12(4), 739–747. https://doi.org/10.1007/s12571-020-01092-1
Wang, S., Liao, Y.-K., Wu, W.-Y., & Lee, K. B. H. (2021). The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions. Case Studies in Chemical and Environmental Engineering, 13(21).
https://doi.org/10.1016/j.cscee.2023.100313
Wong, L. P., Alias, H., Wong, P. F., Lee, H. Y., & AbuBakar, S. (2020). The use of the health belief model to assess predictors of intent to receive the COVID-19 vaccine and willingness to pay. Human Vaccines and Immunotherapeutics, 16(9), 2204–2214. https://doi.org/10.1080/21645515.2020.1790279
Zaki, R. M., & Elseidi, R. I. (2023). Religiosity and purchase intention: an Islamic apparel brand personality perspective. Journal of Islamic Marketing.
https://doi.org/10.1108/JIMA-09-2022-0257
Zhu, D. H., Wang, Y. W., & Chang, Y. P. (2018). The influence of online cross-recommendation on consumers’ instant cross-buying intention: The moderating role of decision-making difficulty. Internet Research, 28(3), 604–622. https://doi.org/10.1108/IntR-05-2017-0211
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12(April), 1–15. https://doi.org/10.3389/fpsyg.2021.644020
Zukhrufani, A., & Ratnasari, R. T. (2022). The Influence of Brand Personality, Brand Awareness, Fashion Consciousness, and Satisfaction as Intervening Variables On Muslim Fashion Product Loyalty in Indonesia. Jurnal Ekonomi Bisnis Dan Kewirausahaan (JEBIK) , 11(1), 1–14.
Zulfikar, R., Sari, F. P., Fatmayati, A., Wandini, K., Haryati, T., Jumini, S., Nurjanah, Annisa, S., Kusumawardhani, O. B., Mutiah, R., Linggi, A. I., & Fadilah, H. (2024). Metode Penelitian Kualitatif. In E. Damayanti (Ed.), Widina Media Utama (Vol. 7, Issue 2).
Published
2025-07-01
How to Cite
Maylandi, P., & Kurniawati, K. (2025). DETERMINING FACTORS OF PURCHASE INTENTION AND WILLINGNESS TO PAY PROCESS. Journal of Management : Small and Medium Enterprises (SMEs), 18(2), 821-838. https://doi.org/10.35508/jom.v18i2.16579
Section
Articles
