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The Influence of Brand Image, Religiosity and Online Consumer Review on Intention to Purchase Halal Cosmetics (Study on Generations Z and Y in West Java)

In: 4th International Conference on Islamic Economics, Business, Philanthropy, and PhD Colloquium (ICIEBP) 2022

Author

Listed:
  • Hilda Monoarfa

    (Universitas Pendidikan Indonesia, Islamic Economics and Finance Department, Faculty of Economics and Business Education)

  • Rida Rosida

    (Universitas Pendidikan Indonesia, Islamic Economics and Finance Department, Faculty of Economics and Business Education)

  • Dhimas Hadi Nugraha

    (Universitas Pendidikan Indonesia, Islamic Economics and Finance Department, Faculty of Economics and Business Education)

Abstract

This study aims to see the description and influence of the level of brand image, level of religiosity, and level of online consumer review on the intensive purchase of cosmetics for halal studies in generations Z and Y in West Java. The research method used is descriptive quantitative with SEM-PLS analysis method and the analytical tool used is Smart PLS. The number of samples in this study amounted to 151 respondents. The results of the descriptive analysis showed that all the variables in this study were in the high category. In addition, the level of brand image, level of online consumer review, and level of religiosity have a positive effect on the intensity of purchasing halal cosmetics in West Java. The implication of this research is to know what factors can be used as input in the efforts that halal cosmetic manufacturers must make to develop products such as promotional strategies and others.

Suggested Citation

  • Hilda Monoarfa & Rida Rosida & Dhimas Hadi Nugraha, 2023. "The Influence of Brand Image, Religiosity and Online Consumer Review on Intention to Purchase Halal Cosmetics (Study on Generations Z and Y in West Java)," Advances in Economics, Business and Management Research, in: Meri Indri Hapsari & M. Bastomi Fahri Zusak (ed.), 4th International Conference on Islamic Economics, Business, Philanthropy, and PhD Colloquium (ICIEBP) 2022, pages 87-101, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-176-0_7
    DOI: 10.2991/978-94-6463-176-0_7
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