Influence of Beauty Advisor, Price, Good Corporate Governance, Halal Knowledge, Distribution, and Influencers on Halal Cosmetic Market Share

Abstract

A Company's goals are profit and the best market share to occupy the position of market leader. Marketing strategies are proven to be able to maintain market share. The market leader can be predicted from the Stock Keeping Unit (SKU) in various store/outlet displays. This quantitative research based on best practices perfects the two studies, on ten variables forming the Halal cosmetics market share, namely beauty advisor, price, good corporate governance, halal knowledge, distribution, and influencers. This analysis using complex mediation model with four mediation variables is assisted by PLS-SEM software, Smart PLS 0.3. The findings show: 1) Availability has a direct effect on sell out; 2) Beauty advisor has a direct effect on sell in and sell out; 3) Distribution has a direct effect on sell in and indirectly on sell out. 4) Price has a direct effect on sell in, and indirectly on sell out; 5) Influencers have a direct effect on sell in and sell out; 6) Implementation of GCG has a direct effect on sell in and indirectly on sell out; 7) Knowledge of halal products has a direct effect on sell in and sell out; 8) Sell in has a direct effect on availability; 9) Sell out has a direct effect on marketing performance; 10) Marketing performance has a direct effect on market share 11) Research has a strong indicator with a Goodness of Fit (GOF) value: Gof 0.5451.