Pandjaitan, Dorothy Rouly H. and Faila, Shofa (2019) The Effect of Halal Branding Dimension to Purchase Intention on Oriflame Lipstick. In: SHIELD 2019, 26 Agustus 2019, Swiss Bell Hotel Bandar Lampung.

[img] Text
The Effect of Halal Branding Dimension to Purchase Intention on Oriflame Lipstick.pdf

Download (111kB)

Abstract

Abstract Purpose – The purpose of this paper is to elaborate the effect among halal branding dimension which include halal brand image, halal brand trust, halal brand loyalty, and halal brand satisfaction on consumer purchase intention of Oriflame lipstick. Design/Methodology/Approach - A multiple regression analysis is tested with the help of SPSS version 25, and the sampling technique is non probability sampling. The research used the online questionnaire to collect data from 200 respondents in Bandar Lampung who meet the criteria. Findings - The findings shows that halal brand image and halal brand trust does not have significant and positive effect to purchase intention on Oriflame lipstick. Meanwhile, halal brand loyalty and halal brand satisfaction has a significant and positive effect to purchase intention on Oriflame lipstick. Research limitations/Implications - The sample in this research is limited to only mosleem female consumer in Bandar Lampung. Findings related to the effects of halal brand image, halal brand trust, halal brand satisfaction, and halal brand loyalty towards the purchase intentions may not be equally valid for female mosleem consumers in other region or countries and for other types of cosmetics or non cosmetics products. Originality/Values - Although previous research has explored the relevant issues about halal brand image, halal brand trust, halal brand satisfaction, and halal brand loyalty, this study is the first to investigate the traditional construct of branding to an unexplored field of halal products in terms of cosmetics context in Indonesia. Keywords - Mosleem, halal brand image, halal brand trust, halal brand loyalty, halal brand satisfaction

Item Type: Conference or Workshop Item (Paper)
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: Dr DOROTHY ROULY PANDJAITAN
Date Deposited: 14 Nov 2019 10:54
Last Modified: 14 Nov 2019 10:54
URI: http://repository.lppm.unila.ac.id/id/eprint/15558

Actions (login required)

View Item View Item