Credibility in Female Consumer Engagement: An Examination of Influencer Influence on Purchasing Local Muslim Fashion Brands in Batam Islands
Abstract
Purpose – This study aims to analyze the influence of authenticity of influencer credibility (influencer credibility), and Electronic Word of Mouth (e-WOM) on consumer purchase intention (purchase intention) of local Muslim fashion products, with influencer authenticity as a mediating variable.
Methodology – This study uses a quantitative approach with a survey method on 312 respondents who have purchased local Muslim fashion products. The analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach using SmartPLS 4.0 software.
Findings – The research findings revealed that Influencer authenticity, influencer credibility, and content engagement directly stated a very strong positive effect on consumer purchase intention. In addition, influencer authenticity was also proven to be able to mediate the significant relationship between E-WOM, influencer credibility, and content engagement on purchase intention.
Originality/Novelty – The novelty of this study lies in the mediating role of influencer factors in influencing purchase intentions in the local Muslimah fashion industry, which has not been widely researched.
Implications – The implementation of marketing strategies through E-WOM, influencer credibility, and content engagement will be more effective in encouraging purchase intentions if delivered through an influencer figure who is considered authentic by the audience.
References
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Ashraf, S., Williams, A. M., & Bray, J. (2023). Female Muslim identity and modest clothing consumption in the UK. Journal of Islamic Marketing, 14(9), 2306-2322.
Azizah, P., & Rozza, S. (2022). Pengaruh Islamic Brand dan Religiusitas terhadap Keputusan Pembelian pada Produk Fashion Muslim di Indonesia. In Seminar Nasional Akuntansi dan Manajemen PNJ (Vol. 3).
Beyari, H., & Garamoun, H. (2024). The Impact of Online Word of Mouth (e-WOM) on End-User Purchasing Intentions: A Study on e-WOM Channels’ Effects on the Saudi Hospitality Market. Sustainability (Switzerland) , 16(8). https://doi.org/10.3390/su16083163
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Casaló, L. V., Flavián, C., & Guinalíu, M. (2020). Influencers and brand advertising on social media: A study of the effects of influencer attributes and their relationship with consumer purchase intention. Journal of Business Research, 117, 124-132. https://doi.org/10.1016/j.jbusres.2020.06.039
Chae, Y. G., & Ko, E. (2020). The impact of influencer authenticity on brand attitudes and purchase intentions in social media advertising. Journal of Interactive Advertising, 20(1), 1-15. https://doi.org/10.1080/15252019.2020.1745287
Cheikh, A. Ben, Ferchichi, G., & Chaabani, R. (2021). the Impact of Social Media Influencer Marketing on Consumers’ Purchase Intention of Fashionable Products: Evidence From Tunisia. Revue Des Etudes Multidisciplinaires En Sciences Economiques et Sociales, 25–43.
Chen, Y. L., Chang, C. L., & Sung, A. Q. (2021). Predicting ewom’s influence on purchase intention based on helpfulness, credibility, information quality and professionalism. Sustainability (Switzerland), 13(13). https://doi.org/10.3390/su13137486
Chen, M., Li, H., & Zhang, L. (2022). Personalized content and its influence on purchase decision-making in online retail: Evidence from social commerce platforms. Computers in Human Behavior, 126, 106978. https://doi.org/10.1016/j.chb.2021.106978
Cheung, C. M., & Thadani, D. R. (2020). The impact of electronic word-of-mouth communication: A literature analysis and integrated model. Decision Support Systems, 137, 113324. https://doi.org/10.1016/j.dss.2020.113324
Choi, Y., & Lee, J. (2021). The impact of electronic word-of-mouth on consumers' decision-making: A meta-analysis. Journal of Business Research, 125, 118-129. https://doi.org/10.1016/j.jbusres.2020.12.007
Chung, S. Y., Lee, K. W., & Choi, Y. J. (2021). The influence of influencer characteristics on purchase intention: The role of trustworthiness and expertise. Journal of Retailing and Consumer Services, 60, 102444. https://doi.org/10.1016/j.jretconser.2020.102444
Debataraja, S. M., Wong, W. K., Pandiangan, C. B., & Darsono, S. N. A. C. (2024). Investigating the e-WOM Features Influencing Purchase Intention at Korean Restaurants based on SOR Theory. Journal of Economics Research and Social Sciences, 8(1), 70–86. https://doi.org/10.18196/jerss.v8i1.21517
Ekasari, S., Diposumarto, N. S., Muharam, H., & Perception, P. (2024). The Influence of Price Perception , Brand Image , and Celebrity Endorsement on Purchase Intention : The Mediating Role of Online Promotion and e-WOM. 1(6).
Febrian, D., Simanjuntak, M., & Hasanah, N. (2021). The Effect of Benefits Offered and Customer Experience on Re-use Intention of Mobile Banking through Customer Satisfaction and Trust. Jurnal Keuangan Dan Perbankan, 25(3), 551–569. https://doi.org/10.26905/jkdp.v25i3.5879
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2020). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 46(1), 94-102. https://doi.org/10.1016/j.pubrev.2019.101844
Halat, M. (2023). IMPACT OF GAMIFICATION ON REPURCHASE INTENTION WITHIN ONLINE SHOPPING PLATFORMS (Vol. 13, Issue 1).
Ho, M. H. W., & Chung, H. F. L. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121(April), 13–21. https://doi.org/10.1016/j.jbusres.2020.07.046
Hwang, J., & Jeong, S. (2020). The role of influencer credibility in social media marketing: Evidence from Instagram. Journal of Interactive Marketing, 49, 47-63. https://doi.org/10.1016/j.intmar.2019.09.002
Iglesias, O., Singh, J. J., & Batista, R. (2020). The role of brand experience in the consumer-brand relationship: A multi-dimensional framework. Journal of Business Research, 118, 88-97. https://doi.org/10.1016/j.jbusres.2020.06.019
Ismail, I., Othman, A. A., & Majid, M. (2024). The Triangulated Influence Of Electronic Word Of Mouth (eWOM) Information On Consumer Purchase Intention: A Conceptual Paper. INSIGHT Journal, 11(1), 166–176. https://doi.org/10.24191/ij.v0i0.24937
Jide, O. T. (2022). Social Media Influencer Marketing: Impact on Perceived Authenticity, Trust, and Purchase Intention Amongst Female Cosmetic Consumers in Nigeria. August. https://norma.ncirl.ie/id/eprint/6416
Jin, S. V., Phua, J., & Lee, K. M. (2021). The role of influencer authenticity in building brand trust and increasing purchase intentions. Journal of Business Research, 128, 91-99. https://doi.org/10.1016/j.jbusres.2021.01.023
Kadir, S. (2023). Peluang Industri Fashion Halal Di Indonesia:(Model Pengembangan dan Strategi). Al-Iqtishad: Jurnal Ekonomi, 15(1), 142-160.
Kemenag.go.id (2020). Menjadi Muslim, Menjadi Indonesia (Kilas Balik Indonesia Menjadi Bangsa Muslim Terbesar). Diakses dari: https://kemenag.go.id/opini/menjadi-muslim-menjadi-indonesia-kilas-balik-indonesia-menjadi-bangsa-muslim-terbesar-03w0yt
Khan, M. A., Panditharathna, R., & Bamber, D. (2020). Online Store Brand Experience Impacting on Online Brand Trust and Online Repurchase Intention: the Moderating Role of Online Brand Attachment. European Journal of Management and Marketing Studies, 5(1), 138–163. https://doi.org/10.5281/zenodo.3668792
Kim, J. H., & Song, H. (2020). The influence of perceived credibility on purchase intention via competence and authenticity. International Journal of Hospitality Management, 90(71750110541), 102617. https://doi.org/10.1016/j.ijhm.2020.102617
Krishna, A., Cian, L., & Sokolova, T. (2021). Brand experience and its effects on customer brand identification and brand loyalty. Journal of Marketing Research, 58(1), 1-17. https://doi.org/10.1509/jmr.20.0194
Liu, J., Wei, X., & Li, J. (2022). Impact of influencer credibility on purchase intention in social commerce: The moderating role of consumer involvement. International Journal of Information Management, 62, 102430. https://doi.org/10.1016/j.ijinfomgt.2021.102430
Mondal, J., & Chakrabarti, S. (2021). Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment. Journal of Retailing and Consumer Services, 60(January). https://doi.org/10.1016/j.jretconser.2021.102484
Mittal, S., Gupta, V., & Motiani, M. (2022). Examining the linkages between employee brand love, affective commitment, positive word-of-mouth, and turnover intentions: A social identity theory perspective. IIMB Management Review, 34(1), 7-17.
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/JCM-10-2019-3450
Oraedu, C., Izogo, E. E., Nnabuko, J., & Ogba, I. E. (2021). Understanding electronic and face-to-face word-of-mouth influencers: an emerging market perspective. Management Research Review, 44(1), 112–132. https://doi.org/10.1108/MRR-02-2020-0066
Priadana, S., & Sunarsi, D. (2021). Metode Penelitian Kuantitatif. Pascal Books.
Pujiati. (2024). Sumber Data Penelitian: Jenis, Bentuk, Metode Pengumpulan. Deepublish.
Purnomo, W. A., Prawiro, A., & Haniatunnisa, S. (2023). Pengembangan Industri Halal Melalui E-Commerce Pada Sektor Fashion Muslim Ndonesia. An Nawawi, 3(2), 107-116.
Putra, E. Y., & Aprilson, L. (2022). The effect of social media marketing on purchase intention in improving tourism sector in Batam. Jurnal Manajemen Dan Bisnis, 11(1), 41-54.
Putra, E. Y., & Tan, K. (2022, April). Roles Of Influencer On Consumer Purchase Intention Towards Fashion Products In Batam. In CoMBInES-Conference on Management, Business, Innovation, Education and Social Sciences (Vol. 2, No. 1, pp. 38-45).
Sahir, S. H. (2022). Metodologi Penelitian.
Setiawan, A. E., & Noviarita, H. (2022). Optimalisasi Peran Perbankan Syariah dalam Mengembangkan Industri Produk Halal: Studi pada Industri Fashion Busana Muslim di Provinsi Lampung. Jurnal Syarikah: Jurnal Ekonomi Islam, 8(2), 197-207.
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008–1024. https://doi.org/10.3390/jtaer16040057
Sitorus, M., & Faujiah, A. (2023). Peluang Industri Kreatif Fashion Halal Di Indonesia. Ico Edusha, 4(1), 141-153.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sugiyono. (2022). Metode Penelitian Kuantitatif. Alfabeta.
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Published
2026-05-12
How to Cite
PUTRA, Edy Yulianto; HAPSARI, Ratih Regina; ARIYANTO, Hepy Hefri.
Credibility in Female Consumer Engagement: An Examination of Influencer Influence on Purchasing Local Muslim Fashion Brands in Batam Islands.
JMK (Jurnal Manajemen dan Kewirausahaan), [S.l.], v. 11, n. 2, p. 337-363, may 2026.
ISSN 2656-0771.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan/article/view/8176>. Date accessed: 14 may 2026.
doi: https://doi.org/10.32503/jmk.v11i2.8176.
Issue
Section
Artikel Ilmiah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
