Exploring the Influence of Consumer Behavior on Purchase Decision and Purchase Intention for Halal Cosmetics: The Moderating Role of Halal Awareness
Mohammad Khanfani,
Afrohiyatid Diniyah,
Ghaitsa Zahira Ardelia Putri
Abstract:In recent years, Halal product demand has increased, boosting the global economy. Indonesia has the world's largest Muslim population, and its Halal cosmetics sector is strongly tied to customer purchasing decisions based on purchase intentions and loyalty as post-purchase behaviors. Halal products need marketing techniques as new ones are introduced. This research examines how halal product certification, brand awareness, brand image, and customer loyalty affect consumer purchasing decisions for halal cosmeti… Show more
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