Halal Awareness, Brand Image, and Viral Marketing: Three Key Factors Influencing Purchasing Decisions for Halal Skin Care and Cosmetics Products in Pontianak
Yasir Hudzaifah,
Wulan Purnama Sari,
Risa Andriyani
Abstract:This research aims to determine the influence of halal awareness, brand image, and viral marketing on the purchasing decisions of halal skincare and cosmetic products (a study on Generation Z in the environment of Muhammadiyah University Pontianak). The research is conducted within the Muhammadiyah University Pontianak environment. The population of this study includes all students of Muhammadiyah University Pontianak born between the years 1995-2010. The sample for this research consists of 200 students from… Show more
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