Title: The role of religiosity and brand perception in the brand preference for halal cosmetics: a case study of family-owned Islamic cosmetic business
Authors: Jhanghiz Syahrivar; Putri Asri Azizah
Addresses: President University, Jl. Ki Hajar Dewantara, Jababeka, Cikarang, Bekasi 17550, Indonesia ' President University, Jl. Ki Hajar Dewantara, Jababeka, Cikarang, Bekasi 17550, Indonesia
Abstract: Indonesia is a lucrative market for imported cosmetics from around the world. As a consequence, local cosmetics must strive hard to win the competition in the local market by improving their marketing strategies; one of the strategies used is Islamic branding by which local cosmetics are marketed using Islamic themes to appeal to the majority Muslim community in the country. This research analyses the factors influencing preferences towards Islamic branding for cosmetic products in Indonesia. The samples of this research were customers of a local family-owned Islamic cosmetic business. The variables included in this research are Islamic religiosity, brand perception and brand preference. This research employed SPSS statistical tool to analyse the data collected from questionnaires spread to 250 Muslim female customers of halal cosmetics. To test the hypotheses, this research employed structural equation modelling (SEM) through AMOS. The result of this research indicated that brand perception was the highest influencer towards the brand preference for halal cosmetics.
Keywords: Islamic religiosity; brand perception; brand preference; Islamic branding; halal cosmetics.
International Journal of Technology Transfer and Commercialisation, 2018 Vol.16 No.2, pp.146 - 158
Received: 25 Jul 2018
Accepted: 06 Aug 2018
Published online: 18 Jan 2019 *