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Abstrak :
Fenomena artis hijrah merupakan topik hangat yang banyak diperbincangkan oleh penggemar dunia hiburan tanah air akhir – akhir ini. Salah satu komunitas yang cukup terkenal yaitu Kajian Musawarah karena banyak diikuti oleh artis – artis ternama Indonesia. Banyak merek fashion muslim milik artis yang ikut bermunculan seiring bertambahnya artis yang hijrah. Oleh karena itu, penelitian ini bertujuan untuk mengetahui apakah pembelian merek fashion artis Kajian Musawarah dipengaruhi oleh perceived e-WOM, online brand familiarity, online brand experience, central route, peripheral route dan information adoption. Metode yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan menggunakan software LISREL 8.80. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara central route dan peripheral route terhadap information adoption. Sedangkan tidak ditemukan pengaruh information adoption dan online brand experience terhadap consumers’ online purchase behaviour. ...... The phenomenon of hijrah celebrity is a hot topic that has been discussed by fans of the entertainment world in Indonesia. One of the most well-known community is Kajian Musawarah, because it is followed by many famous Indonesian celebrities. Many muslim fashion brands that belong to celebrities have emerged as more celebrities have hijrah. Therefore, this study aims to determine whether the purchase of Kajian Musawarah celebrities’ fashion brands are influenced by perceived e-WOM, online brand familiarity, online brand experience, central route, peripheral route and information adoption. The method used in this research is Structural Equation Modeling (SEM) using LISREL 8.80 software. The results showed that there is an effect between the central route and the peripheral route on information adoption. While there is no effect of information adoption and online brand experience on consumers' online purchase behaviour.

Abstrak :
ABSTRAK
Akhir-akhir ini, kategori produk apparel wanita lokal Indonesia telah berkembang dengan dukungan kemajuan teknologi dan tren belanja online yang meningkat. Maka dari itu, dengan mengetahui dan mengikuti pola perilaku konsumen saat ini di setiap tahap (mulai dari problem recognition hingga post-purchase behavior) dalam membuat keputusan pembelian online, diharapkan dapat membantu merek apparel lokal untuk meningkatkan penjualan dan memperluas pangsa pasar mereka. Penelitian ini menganalisis perilaku pembelian online konsumen melalui: online brand experience yang dimediasikan oleh online brand familiarity; pengaruh central route & peripheral route terhadap information adoption; information adoption yang dimediasikan oleh perceived e-WOM credibility; dan online purchase experience. Responden merupakan individu yang pernah membeli merek apparel lokal Indonesia melalui online, yang kemudian data diolah menggunakan metode Structural Equation Modeling (SEM). Hasil menunjukkan bahwa online brand experience memiliki pengaruh positif pada perilaku pembelian online konsumen hanya jika dimediasi oleh online brand familiarity; central route peripheral route memiliki pengaruh positif pada information adoption; information adoption yang dimediasi oleh perceived e-WOM credibility tidak secara signifikan mempengaruhi perilaku pembelian online konsumen; dan online purchase experience memiliki pengaruh positif pada perilaku pembelian online konsumen.

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ABSTRACT
Recently, Indonesian local women apparel category has been growing with the support of technological advancements and the increasing trend of online shopping. Thus, by knowing and following the current patterns of consumer behavior at every stage (starting from problem recognition to post-purchase behavior) in making online purchase decisions, expected to help local apparel brands to increase the sales and expand their market share. This study is analyzing consumer online purchase behavior through: online brand experience mediated by online brand familiarity; the influence of central route & peripheral route on the information adoption; information adoption mediated by perceived e-WOM credibility; and online purchase experience. Respondents were people who has bought Indonesian local apparel brand through online, and the data is processed using Structural Equation Modeling (SEM) method. The results shows that online brand experience have a positive influence on consumer online purchase behavior only if mediated by online brand familiarity; central route peripheral route have a positive influence on information adoption; information adoption mediated by perceived e-WOM credibility is not significantly influence consumer online purchase behavior; and online purchase experience have a positive influence on consumer online purchase behavior.

Abstrak :
Adanya pandemi memaksa masyarakat untuk beradaptasi dengan banyak hal, salah satunya jual beli online. Produk fashion menjadi salah satu produk yang paling banyak dibeli secara online di Indonesia selama masa COVID-19. Namun, membeli produk secara online membutuhkan banyak pertimbangan karena konsumen tidak bisa menilai secara langsung produk yang akan dibeli. Penelitian ini bertujuan untuk menguji pengaruh information adoption, perceived e-WOM credibility, gender, online brand experience, website design and layout, dan online brand familiarity terhadap online purchase behavior konsumen merek pakaian fashion lokal di Indonesia. Selain itu, penelitian ini juga ingin mengetahui pengaruh central route dan peripheral route terhadap information adoption. Sebanyak 283 responden yang pernah membeli produk pakaian fashion merek lokal melalui website selama masa COVID-19 berhasil dikumpulkan dan kemudian dianalisis menggunakan Smart Partial Least Square (SmartPLS). Hasil penelitian ini memvalidasi Elaboration Likelihood Model yang menunjukkan bahwa central route dan peripheral route memiliki hubungan positif dengan information adoption. Selain itu, information adoption mempengaruhi perilaku pembelian online dan dapat dimediasi oleh perceived e-WOM credibility. Selanjutnya, online brand experience memiliki pengaruh yang signifikan terhadap online purchase behavior dan dapat dimediasi oleh online brand familiarity. Terakhir, gender dan website design and layout tidak memiliki pengaruh yang signifikan sebagai variabel moderasi antara perceived e-WOM credibility dan online purchase behavior, dan antara online brand experience dan online purchase behavior. ......The existence of a pandemic forces people to adapt to many things, one of which is buying and selling online. Fashion products are one of the most purchased products online in Indonesia during the COVID-19 period. However, buying products online requires a lot of consideration since consumers cannot directly judge the products to be purchased. This study aims to examine the influence of information adoption, perceived e-WOM credibility, gender, online brand experience, website design and layout, and online brand familiarity on consumer online purchase behavior of local fashion clothing brands in Indonesia. In addition, this study also intends to determine the influence of central route and peripheral route on information adoption. A total of 283 respondents who have experienced of purchasing local fashion clothing brand products through websites during COVID-19 period were successfully collected and then analyzed using the Smart Partial Least Square (SmartPLS). The results of this study validate Elaboration Likelihood Model, which show that central route and peripheral route have positive relationship with information adoption. In addition, information adoption influences online purchase behavior and can be mediated by perceived e-WOM credibility. Furthermore, online brand experience has a significant influence on online purchase behavior and can be mediated by online brand familiarity. Lastly, gender and website design and layout do not have any significant influence as moderating variables between perceived e-WOM credibility and online purchase behavior, and between online brand experience and online purchase behavior.