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Understanding the effect of cosmetics brand perception, halal label, and product composition on habitual buying behaviour through perceived price

Author

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  • Ihil S. Baron

    (Sekolah Tinggi Ilmu Ekonomi (STIE) Pancasetia Banjarmasin, Indonesia Author-2-Name: Melania Author-2-Workplace-Name: Sekolah Tinggi Ilmu Ekonomi (STIE) Pancasetia Banjarmasin, Indonesia Author-3-Name: Hellya Agustina Author-3-Workplace-Name: Universiti Kebangsaan Malaysia, 43600 UKM Bangi, Selangor Darul Ehsan Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Purpose - The development of technology also encourages the creation of new products, which makes people more selective in choosing the brand, and halal products consist of natural or organic ingredients by Islamic law. The further study aimed to determine the effect of brand perception, halal label, and product composition of cosmetics on habitual buying behaviour. Besides, this study also tests the mediating effect of perceived price. Methodology - This research was conducted on 169 respondents using open-ended questions. The survey sample is customers willing to take a field survey and come to the three largest cosmetic stores. The reason for choosing data collection on cosmetics stores in Banjarmasin, South Kalimantan, is the ease of access to this business. Second, Banjarmasin is a city with a number and quality of these cosmetic shops. It had specific difficulted regarding the customers who came to the store, and it seemed impossible to express the population size clearly. For data analysis, this study used SPSS ver.26 and determined the mediation effect using PROCESS macro version 4 model 4. Findings - The results of this study indicate that the most influential variables are product composition and halal labels. Meanwhile, brand perception contributes only 1% and is negative. This is because healthy and safe product composition will increase consumer confidence to buy repeatedly. In addition, the inclusion of halal labels is the essence of consumers and producers. This halal label intends to provide a sense of security for consumers and guarantee that the products produced are halal and ethical. Price can represent quality and status, while people tend not to pay attention to the brands. Novelty - The empirical results of this study stated several factors that cause brand perception to have little effect, such as cultural, social, personal, and psychological factors."

Suggested Citation

  • Ihil S. Baron, 2022. "Understanding the effect of cosmetics brand perception, halal label, and product composition on habitual buying behaviour through perceived price ," GATR Journals jmmr301, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr301
    DOI: https://doi.org/10.35609/jmmr.2022.7.3(6)
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    References listed on IDEAS

    as
    1. Ghazali, Ezlika & Soon, Pat Chen & Mutum, Dilip S. & Nguyen, Bang, 2017. "Health and cosmetics: Investigating consumers’ values for buying organic personal care products," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 154-163.
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    4. Jamal, Ahmad & Sharifuddin, Juwaidah, 2015. "Perceived value and perceived usefulness of halal labeling: The role of religion and culture," Journal of Business Research, Elsevier, vol. 68(5), pages 933-941.
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    6. Yifeng Lin & Shaohua Yang & Haniruzila Hanifah & Qaisar Iqbal, 2018. "An Exploratory Study of Consumer Attitudes toward Green Cosmetics in the UK Market," Administrative Sciences, MDPI, vol. 8(4), pages 1-14, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand Perception; Halal Label; Product Composition; Price; Habitual Buying Behaviour;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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