OMNI-CHANNEL BEAUTY ECOSYSTEM AND MUSLIM CONSUMER BEHAVIOR: INSIGHT FROM INDONESIA’S BEAUTY RETAIL MARKET
Abstract
The beauty retail industry in Indonesia has experienced rapid growth, driven by the increasing adoption of omni-channel strategies that integrate online and offline shopping experiences. Sociolla, as a leading beauty retailer, has pioneered the Omni-Channel Beauty Ecosystem, allowing consumers to seamlessly explore, evaluate, and purchase products across platforms. This study aims to analyze the influence of brand awareness, price, electronic word of mouth (e-WOM), and customer loyalty programs on Muslim consumers’ purchase intention, with a case study at Sociolla Big Mall Samarinda. A quantitative method was employed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with 90 respondents selected according to Hair’s guideline. Data were collected through questionnaires distributed to Muslim consumers who had visited at Sociolla. The findings reveal that brand awareness, e-WOM, and loyalty programs have a significant positive effect on purchase intention, while price does not show a significant influence. These results highlight the importance of brand equity, digital engagement, and loyalty strategies over pricing in shaping consumer decisions within a non-metropolitan omni-channel beauty ecosystem.
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Haryono, R. (2022). Intensity, positive valence, negative valence, and content of electronic word of mouth influence online shopping intention. Jurnal Ekonomi Perusahaan, 29(2), 39–50. https://doi.org/10.46806/jep.v29i2.888
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Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365–376.
Kajtazi, K., & Zeqiri, J. (2020). The effect of e-WOM and content marketing on customers’ purchase intention. International Journal of Islamic Marketing and Branding, 5(2), 114–131. https://doi.org/10.1504/IJIMB.2020.111144
Karunarathna, A. K. P., Bandara, V. K., Silva, A. S. T., & De Mel, W. D. H. (2020). Impact of Green Marketing Mix on Customers’ Green Purchasing Intention with Special Reference to Sri Lankan Supermarkets. https://ir.kdu.ac.lk/handle/345/4150
Katerina, A., Simanjuntak, A., Terenggana, C. A., & Tyra, M. J. (2023). The effect of brand awareness and brand image on purchasing decisions for Scarlett whitening products. Journal of Business and Information Systems (e-ISSN: 2685-2543), 5(1), 11–18.
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Published
2025-10-15
How to Cite
FASYA, Azizah Nuur; RAHMAH, Fitria; YULIANI, Irma.
OMNI-CHANNEL BEAUTY ECOSYSTEM AND MUSLIM CONSUMER BEHAVIOR: INSIGHT FROM INDONESIA’S BEAUTY RETAIL MARKET.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 11, n. 1, p. 321-334, oct. 2025.
ISSN 2541-3333.
Available at: <https://conferences.uin-malang.ac.id/index.php/iconies/article/view/3431>. Date accessed: 04 apr. 2026.
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Articles
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