ANALYSIS OF CONSUMER PREFERENCES USING HALAL LABEL PRODUCTS WARDAH BEAUTY COSMETICS PRODUCTS
Keywords:
Halal Label, Product Knowledge, Consumer Preferences
Abstract
ANALYSIS OF CONSUMER PREFERENCES USING HALAL LABEL PRODUCTS WARDAH BEAUTY COSMETICS PRODUCTS The success of a beauty product in marketing and business is a benchmark that the beauty business provides opportunities for anyone who wants to be in this business. Through this primary data, this research approach is quantitative research where all answers from the questionnaires distributed are tabulated and processed into data to be analyzed using the SmartPLS application. Based on the Slovin formula, a sample of 273 people was obtained. The conclusion of this study is that the consumer knowledge variable as an independent variable has the highest influence on interest in using Wardah Beauty Cosmetics compared to the halal label variable. Meanwhile, the halal label variable affects consumer preference while the consumer knowledge variable does not affect consumer preference through the interest in using variable. Finally, the interest in using variable affects the preference for Wardah Beauty Cosmetics for female students of the Faculty of Economics and Business, University of Labuhanbatu.References
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Style and Positive Emotion on Impulse Buying At Jm Supermarket Palembang. Russian Journal of Agricultural and Socio-Economic Sciences, 87(3), 183–187. https://doi.org/10.18551/rjoas.2019-03.22
Zhang, M., & Shi, G. (2022). Consumers ’ Impulsive Buying Behavior in Online Shopping. 2022.
Audina, M., & Prasodjo, P. (2020). Cosmetic business as an economic driver for women who do not have education. Conference on Business, Social Sciences and Innovation Technology, 1(1), 82-92. Retrieved from https://journal.uib.ac.id/index.php/cbssit/article/view/1403
Fahmi, S. (2017). Halal labeling effect on Muslim consumers attitude and behavior. (January). https://doi.org/10.2991/icoi-17.2017.26
Hidayati, N., & Sunaryo, H. (2021). The Role of Halal Label to Increase the Effect of Attitude Toward Halal Product on Brand Image and Purchase Intention. IJEBD (International Journal of Entrepreneurship and Business Development), 4(5), 744-752. https://doi.org/10.29138/ijebd.v4i5.1496
Ishak, S., & Zabil, N. F. M. (2012). Impact of consumer awareness and knowledge to consumer effective behavior. Asian Social Science, 8(13), 108-114. https://doi.org/10.5539/ass.v8n13p108
Khasahab, Z. J., & Wardah. (2018). The Implementation of Halal Food Labeling Based on the Technical Barriers to Trade (Tbt) Agreement by Indonesia. Student Scientific Journal of State Law, 2(3), 650-662.
Mahliza, F., Prasetya, P., & Kuswibowo, C. (2023). The Preferences of Consumers' Halal Products in Cosmetics Market. Indonesian Branding Review, 5(2), 85. https://doi.org/10.21632/kbi.5.2.85-97
Malini, H., Arulanandam, B. V., & Maghribi, R. (2022). The reality on the ground - placing Indonesian halal cosmetics onto the international pedestal. Asian Journal of Islamic Management (AJIM), 3(2), 67-82. https://doi.org/10.20885/ajim.vol3.iss2.art1
Niken, N., Putra, R. B., & Azka, B. P. (2022). The Influence of Leadership Style and Organizational Culture on Employee Performance through Work Motivation as an Intervening Variable. Economic Education Analysis Journal, 11(2), 201-216. https://doi.org/10.15294/eeaj.v11i2.58105
Nuryakin, Md Saad, M. S., & Maulani, M. R. (2023). Purchase intention behavior of halal cosmetics. Comparing study between Indonesia and Malaysia millennial generation. Journal of Islamic Accounting and Business Research, (July 2023). https://doi.org/10.1108/JIABR-06-2021-0177
Peiss, K. (2014). On beauty ... and the history of business. Beauty and Business: Commerce, Gender, and Culture in Modern America, (March 1999), 7-22.
Salere, S., Munir, A. R., & Hamid, N. (2019). The Effect of Celebrity Endorser and Halal Brand Image on Customers' Purchasing Decisions of Wardah Cosmetics. 92(Icame 2018), 454-464. https://doi.org/10.2991/icame-18.2019.49
Saputri, N., & Hikmah, K. (2023). The Effects of Brand Image, Beauty Vlogger Reviews, and Product Quality on Purchase Decisions for Wardah Cosmetics. Indicator: Scientific Journal of Management and Business, 7(2), 28. https://doi.org/10.22441/indikator.v7i2.18466
Sari, K., Wibisono, B., Hariyadi, E., Sofyan, A., Suharijadi, D., Sastra Indonesia, J., ... Jember, U. (2023). Halal as an Identity Language of Wardah Beauty Products: A Critical Discourse Analysis of Halal As an Identity Language of Wardah Beauty Products: Critical Discourse Analysis. Semiotics, 24(January), 60-71.
Turcu, O., & Brancu, C. (2023). The Impact of the Beauty Industry on the Economic Growth at the European Union Level. Proceedings of the International Conference on Business Excellence, 17(1), 468-474. https://doi.org/10.2478/picbe-2023-0045
Uran, M. N., Fanggidae, R. P. C., & Nyoko, A. E. L. (2021). The Effect of Consumer Behavior on Consumer's Interest to Buy Products Mr. Beta Pomade in UMKM in South Oesapa Village. Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021), 197 (November). https://doi.org/10.2991/aebmr.k.211124.097
Varinli, İ., Erdem, E., Mutlu, Y., Avcılar, Y., & Avcılar, M. Y. (2016). Exploring the Factors Affecting Purchase Intention of Halal Certified Foods in Turkey: A PLS-Path Modeling Study. European Journal of Business and Management, 8(4), 2222-2839. Retrieved from https://www.researchgate.net/publication/296700568_Exploring_the_Factors_Affecting_Purchase_Intention_of_Halal_Certified_Foods_in_Turkey_A_PLSPath_...
Style and Positive Emotion on Impulse Buying At Jm Supermarket Palembang. Russian Journal of Agricultural and Socio-Economic Sciences, 87(3), 183–187. https://doi.org/10.18551/rjoas.2019-03.22
Zhang, M., & Shi, G. (2022). Consumers ’ Impulsive Buying Behavior in Online Shopping. 2022.
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