Consumer Behavior and Halal Cosmetic Product: Evidence in Palembang City
https://doi.org/10.18184/2079-4665.2020.11.2.233-24
Abstract
Purpose: this research is about the impact of the product quality, price, halal labeling, and brand ambassador for the purchasing decision of halal cosmetics product.
Methods: the research samples involves 400 female respondents with age 20–49 based on income category, education and kinds of jobs in Palembang city, analysis using the Logit Analysis Method.
Results: (1) the probability of the dominant factor in affecting the purchasing decision of the halal cosmetics product namely price; (2) the product quality, income, halal labeling, and brand ambassador have positive and significant impact; (3) the price has negative and significant impact for the purchasing decision of the purchasing decision of the cosmetics product.
Conclusions and Relevance: overall, there are five potential factors which affect the purchase of the halal cosmetic product. This important aspect should be attention in the cosmetics halal purchase, because it is not only about the price but also the religiosity aspect such as knowledge, attitude, Islamic brand and subjective norm before deciding to buy the product.
About the Authors
Senjawati Retno
Sriwijaya University (UNSRI)
Indonesia
Indonesia
Faculty Economic
Ilir Barat 1, Palembang, South Sumatera, 30128
. Suhel
Sriwijaya University (UNSRI)
Indonesia
Indonesia
Faculty Economic
Ilir Barat 1, Palembang, South Sumatera, 30128
Asngari Imam
Sriwijaya University (UNSRI)
Indonesia
Indonesia
Faculty Economic
Ilir Barat 1, Palembang, South Sumatera, 30128
References
1. Abd Rahman A., Asrarhaghighi E., Ab Rahman S. Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention. Journal of Islamic Marketing. 2015; 6(1):148–163. https://doi.org/10.1108/JIMA-09-2013-0068
2. Amin H., Abdul-Rahman A. R., Razak D.A. Theory of Islamic consumer behaviour: An empirical study of consumer behaviour of Islamic mortgage in Malaysia. Journal of Islamic Marketing. 2014; 5(2):273–301. https://doi.org/10.1108/JIMA-06-2013-0042
3. Anam J., Sany Sanuri B.M.M., Ismail B.L.O. Conceptualizing the relation between halal logo, perceived product quality and the role of consumer knowledge. Journal of Islamic Marketing. 2018; 9(4):727–746. https://doi.org/10.1108/JIMA-02-2017-0019
4. Ansari N. U., Mohammed H. (2015). Factors affecting the intent to purchase halal personal care products: empirical evidence from Pakistan. International Journal of Islamic Marketing and Branding. 2015; 1(2):199. https://doi.org/10.1504/ijimb.2015.071784
5. Ariffin S.K., Ismail I., Shah K.A. Religiosity moderates the relationship between ego-defensive function and attitude towards advertising 1. Journal of Islamic Marketing. 2016; 7(1). https://doi.org/https://doi.org/10.1108/JIMA-11-2014-0074
6. Ashraf M.A. Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM. Journal of Islamic Marketing. 2019; 10(3):893–910. https://doi.org/10.1108/JIMA-03-2018-0051
7. Badan Pusat Statistik Kota Palembang. Palembang Dalam Angka. 2019. URL: https://palembangkota.bps.go.id/publication.html
8. Dinar Standard. State of the Global Islamic Economy Report 2019/20. In Dubai International Financial Centre. 2019. URL: https://haladinar.io/hdn/doc/report2018.pdf
9. Gujarati D.N. Basic Econometrics. (4th ed.). McGrawHill Companies. 2004.
10. Hong M., Sun S., Beg A.B.M.R., Zhou Z. Determinants of halal purchasing behaviour: evidences from China. Journal of Islamic Marketing. 2019; 10(2):410–425. https://doi.org/10.1108/JIMA-03-2018-0053
11. Jamshidi D., Hussin N. Forecasting patronage factors of Islamic credit card as a new e-commerce banking service. Journal of Islamic Marketing. 2016; 7(4):378–404. https://doi.org/10.1108/jima-07-2014-0050
12. Karim A. Ekonomi Mikro Islami (5th ed.). PT Raja Grafindo Persada. 2016.
13. Mohd Yusof Y.L., Wan Jusoh W.J. Islamic Branding: The Understanding and Perception. Procedia - Social and Behavioral Sciences. 2014; 130(May):179–185. https://doi.org/10.1016/j.sbspro.2014.04.022
14. Mukhtar A., Butt M.M. Intention to choose Halal products: The role of religiosity. Journal of Islamic Marketing. 2012; 3(2):108–120. https://doi.org/10.1108/17590831211232519
15. Pew Research Center. The Future of World Religions: Population Growth Projections, 2010- 2050. 2019; (April):1–12. URL: https://www.pewforum.org/2015/04/02/religious-projections2010-2050/%0Ahttps://www.pewforum.org/2015/04/02/religious-projections-2010-2050/#projected-growth-map
16. Salam M.T., Muhamad N., Leong V.S. Measuring religiosity among Muslim consumers: observations and recommendations. Journal of Islamic Marketing. 2019; 10(2):633–652. https://doi.org/10.1108/JIMA-02-2018-0038
17. Sayogo D.S. Journal of Islamic Marketing. Journal of Islamic Marketing Article. 2018; 4(1):2013–2014.
18. Shahid S., Ahmed F., Hasan U. (2018). A qualitative investigation into consumption of halal cosmetic products: the evidence from India. Journal of Islamic Marketing. 2018; 9(3):484–503. https://doi.org/10.1108/JIMA-01-2017-0009
19. Taherdoost H. Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research. SSRN Electronic Journal, January. April 10, 2016. https://doi.org/10.2139/ssrn.3205035
20. Wilson J.A.J. The new wave of transformational Islamic marketing: Reflections and definitions. Journal of Islamic Marketing. 2012; 3(1):5–11. https://doi.org/10.1108/17590831211225436
21. Wilson J.A.J. The "halal" phenomenon: An extension or a new paradigm? Social Business. 2014; 4(3):255–271. https://doi.org/10.1362/204440814x14103454934294
22. Wilson J.A.J., Liu J. Shaping the Halal into a brand? Journal of Islamic Marketing. 2010; 1(2):107–123. https://doi.org/10.1108/17590831011055851
Review
For citations:
Retno S., Suhel , Imam A. Consumer Behavior and Halal Cosmetic Product: Evidence in Palembang City. MIR (Modernization. Innovation. Research). 2020;11(2):233-242. https://doi.org/10.18184/2079-4665.2020.11.2.233-24
Views: 841
Email this article 