The Influence of Brand Image, Halal Label, and Halal Awareness on Customers Purchasing Decision of Halal Cosmetic

Abstract

Kosmetik adalah elemen penting untuk kehidupan sehari-hari dan telah menjadi gaya hidup, terutama bagi wanita. Penggunaan kosmetik harus mematuhi peraturan keamanan pemerintah. Wardah adalah merek kosmetik yang dirancang dengan pengetahuan lokal dan berbahan alami. Wardah menerima Penghargaan Top Trademark Halal dalam kategori kosmetik, namun dari pra-survei terhadap Muslim milenial, terdapat 52,6% responden tidak mempertimbangkan label halal dalam pembelian produk kosmetik. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh citra merek, label halal, dan kesadaran halal terhadap keputusan pembelian pelanggan Wardah. Penelitian ini menggunakan data primer yang diperoleh dari distribusi kuesioner. Teknik pengambilan sampel dalam penelitian ini menggunakan metode random sampling. Jumlah sampel yang diperoleh 140 respondent, analisis data dalam penelitian ini menggunakan regresi linier berganda. Berdasarkan hasil penelitian penelitian ini, ditemukan bahwa salah satu variabel independen yaitu label halal yang ditandai oleh X2 tidak memiliki pengaruh signifikan terhadap variabel dependen, ditunjukkan oleh nilai-P> 0,05. Itu bisa terjadi karena distribusi data tidak dapat mewakili sampel populasi. Untuk melanjutkan penelitian, diperlukan untuk melakukan intervensi dengan menghapus variabel tidak signifikan. Akhirnya setelah intervensi dilakukan, model regresi baru dapat memenuhi semua tes, dan akhirnya penelitian ini telah membuktikan bahwa variabel X1 dan X3 dapat menjelaskan variabel Y sebesar 32,6% sedangkan 67,4% lainnya dipengaruhi oleh faktor lain.Cosmetics are an important element for everyday life and have become a lifestyle, especially for women. Cosmetics consumption must be complying with government security regulation. Wardah is a cosmetic brand that is designed by local and natural knowledge. Wardah received the Halal Top Trademark Award in the cosmetics category, however from the pre-survey 52.6% respondents did not consider halal labels in a cosmetics product. The purpose of this research study was to analyses the effect of brand image, halal label, and halal awareness on Wardah’s customer purchasing decision.The research used a primary data obtained from the distribution of questionnaires. The technique of sampling in this research study is using random sampling method. The number of samples obtained by 140 people, data analysis in this research study is using multiple liner regression techniques. Based on the this research study result, it was found that one of the independent variables which is halal label marked by X2 has insignificance effected the dependent variable, it was shown by the P-value > 0.05. That could happen because the distribution of the data cannot represent the sample of the the population. To continue the research it was required to conduct an intervention by removing the insignificant variable. Eventually after the intervention was conducted the new regression model were able to suit all the of the test, and eventually this research has proved that variable X1 and X3 could explaine the Y variable by 31.6 % while te other 68.4 % was effected by other factors.

Antecedent Of Halal Food Purchasing Decision: A Theory Of Planned Behavior (TPB) Approach

“…Looking into the scenario of purchasing halal products, individuals might consider some relevant factors (for example food safety, cleanliness, certification, prices) and assess producers for their ability, before continuing to buy halal food products. The halal logo can offer some security or guarantee, has more value and is more important than ISO or similar certification for the perception of all customers (Genoveva & Utami, 2020;Kartika, 2020;Osman et al, 2019;Simbolon, 2019). The reliability of the product shows more quality than nonhalal products.…”

“…The focus of several previous studies only discusses the role of halal labels as an influence in purchasing halal food. Most of the halal labels are indicators of decisions, but do not explain in detail what aspects are behind individuals in making decisions (Genoveva & Utami, 2020;Kartika, 2020;Osman et al, 2019;Simbolon, 2019). While this research focuses on studying 14,1 the psychology of the general public, in making purchasing decisions.…”

Determinant of Intention to Purchase Halal Cosmetics: A Millennial and Z Generation Perspective

“…A halal label must be the main thing to consider for someone with a high religious value before buying a product. This study is relevant to research conducted by (Genoveva & Utami, 2020;Mohezar et al, 2016;Öztürk, 2022) which revealed that halal labels are components consumers will see when buying a product.…”

“…Studies related to consumer preferences for purchasing decisions for cosmetic products have been widely studied by previous researchers using attitude factors (Aisyah, 2016;Handriana et al, 2020); halal awareness (Genoveva & Utami, 2020;Mufrodah & Adinugraha, 2021;Sholikhah et al, 2021); religiosity (Choiriyah & Damayanti, 2020;Mohezar et al, 2016;Riwajanti et al, 2020); subjective norms (Aisyah, 2016;Kamaruddin et al, 2012); knowledge (Riwajanti et al, 2020;Sholikhah et al, 2021), halal label/logo/certificate (Choiriyah & Damayanti, 2020;Genoveva & Utami, 2020;Mohezar et al, 2016) and loyalty (Mufrodah & Adinugraha, 2021). In addition, we analyzed the variables generally studied in halal cosmetic products, including religiosity, halal certification, attitudes, awareness, and intention to buy halal cosmetic products.…”

The push, pull, and mooring effects toward switching intention to halal cosmetic products

“…High dissatisfaction will then lead someone to regret (Chang et al, 2014). Furthermore, the brand image is a combination of memories about the brand of the product (Genoveva and Utami, 2020). Good brand image means that all about the product is positive.…”