The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials
The cosmetics industry consistently requires up-to-date research to develop effective marketing strategies that attract consumers and build their trust. This research aims to analyze how Millennials perceive halal labels and brand image in relation to their purchasing decisions for cosmetics. The st...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Halal Center UIN Sunan Gunung Djati Bandung
2024-08-01
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| Series: | Indonesian Journal of Halal Research |
| Subjects: | |
| Online Access: | https://journal.uinsgd.ac.id/index.php/ijhar/article/view/37077 |
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| author | Abdul Hakim Hajar Sugihantoro Novia Maulina Achmad Nasichuddin Abdul Malik Setiawan Diah Ayu Nicotiana |
| author_facet | Abdul Hakim Hajar Sugihantoro Novia Maulina Achmad Nasichuddin Abdul Malik Setiawan Diah Ayu Nicotiana |
| author_sort | Abdul Hakim |
| collection | DOAJ |
| description | The cosmetics industry consistently requires up-to-date research to develop effective marketing strategies that attract consumers and build their trust. This research aims to analyze how Millennials perceive halal labels and brand image in relation to their purchasing decisions for cosmetics. The study utilized an associative research method with a quantitative approach, employing purposive sampling and a questionnaire as its instrument. Data was processed using structural equation modeling-partial least squares (SEM-PLS) analysis. The findings indicate a strong positive correlation between the perception of halal labels and Millennials' purchasing decisions for cosmetics, as halal certification is a crucial factor for this demographic. Additionally, the study found that a positive brand image also significantly influences purchasing decisions, as consumers prefer products that are recognized for their quality, safety, and popularity. The practical implications for the cosmetics industry are evident: understanding the factors that drive purchasing decisions can help companies make the best strategic choices. It is recommended that companies consistently maintain halal certification on their products and focus on building a strong brand image, as both factors play a critical role in influencing consumer decisions. |
| format | Article |
| id | doaj-art-a5f3b97372b4403488f1e0c54074c3f1 |
| institution | Kabale University |
| issn | 2656-3754 2657-0165 |
| language | English |
| publishDate | 2024-08-01 |
| publisher | Halal Center UIN Sunan Gunung Djati Bandung |
| record_format | Article |
| series | Indonesian Journal of Halal Research |
| spelling | doaj-art-a5f3b97372b4403488f1e0c54074c3f12025-02-12T04:27:36ZengHalal Center UIN Sunan Gunung Djati BandungIndonesian Journal of Halal Research2656-37542657-01652024-08-016211011910.15575/ijhar.v6i2.370779517The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among MillennialsAbdul Hakim0Hajar Sugihantoro1Novia Maulina2Achmad Nasichuddin3Abdul Malik Setiawan4Diah Ayu Nicotiana5Universitas Islam Negeri Maulana Malik Ibrahim MalangUniversitas Islam Negeri Maulana Malik Ibrahim MalangUniversitas Islam Negeri Maulana Malik Ibrahim MalangUniversitas Islam Negeri Maulana Malik Ibrahim MalangUniversiti Kebangsaan MalaysiaUniversitas Islam Negeri Maulana Malik Ibrahim MalangThe cosmetics industry consistently requires up-to-date research to develop effective marketing strategies that attract consumers and build their trust. This research aims to analyze how Millennials perceive halal labels and brand image in relation to their purchasing decisions for cosmetics. The study utilized an associative research method with a quantitative approach, employing purposive sampling and a questionnaire as its instrument. Data was processed using structural equation modeling-partial least squares (SEM-PLS) analysis. The findings indicate a strong positive correlation between the perception of halal labels and Millennials' purchasing decisions for cosmetics, as halal certification is a crucial factor for this demographic. Additionally, the study found that a positive brand image also significantly influences purchasing decisions, as consumers prefer products that are recognized for their quality, safety, and popularity. The practical implications for the cosmetics industry are evident: understanding the factors that drive purchasing decisions can help companies make the best strategic choices. It is recommended that companies consistently maintain halal certification on their products and focus on building a strong brand image, as both factors play a critical role in influencing consumer decisions.https://journal.uinsgd.ac.id/index.php/ijhar/article/view/37077brand imagecosmeticshalal labelspurchasing decisionssem-pls |
| spellingShingle | Abdul Hakim Hajar Sugihantoro Novia Maulina Achmad Nasichuddin Abdul Malik Setiawan Diah Ayu Nicotiana The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials Indonesian Journal of Halal Research brand image cosmetics halal labels purchasing decisions sem-pls |
| title | The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials |
| title_full | The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials |
| title_fullStr | The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials |
| title_full_unstemmed | The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials |
| title_short | The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials |
| title_sort | influence of perception of halal labels and brand image on cosmetic purchasing decisions among millennials |
| topic | brand image cosmetics halal labels purchasing decisions sem-pls |
| url | https://journal.uinsgd.ac.id/index.php/ijhar/article/view/37077 |
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