THE EFFECT OF HALAL LABEL, PRODUCT QUALITY, PRICE PERCEPTION AND BRAND TRUST ON PURCHASE INTENTION TOWARDS LOCAL COSMETIC PRODUCTS AMONG INDONESIAN FEMALE CONSUMERS

Erbin Dude Sepde Zalukhu, Titik Desi Harsoyo, Kakanita Ari Puspitasari, Alifah Widya, Prillia Haliawan, Ahmad Zulfahmi

Abstract


The growing demand of cosmetics has triggered an increasing number of local cosmetic products in Indonesia. Thus, the company will maximize its strategy to create consumer purchases. On the other hand, female consumers, as the largest market for the cosmetics industry, have many considerations to buy the products. This study aims to analyze the effect of halal label, product quality, price perception and brand trust on purchase intention towards local cosmetic products among Indonesian female consumers. 150 Indonesian female consumers were selected through the purposive sampling method. The data were analyzed using descriptive and Multiple Linear Regression to complete the study objectives. It is found that all independent variables were proven to be capable of significantly influencing Indonesian female consumers purchase intention towards local cosmetic products. Price perception has the greatest effect compared with the other independent variables. This study is expected to contribute to filling the gap in literature, particularly on local cosmetic products in Indonesia. These findings are useful as a reference for further research on similar topics. In practice, it is suggested for local cosmetics producers for formulating integrated marketing strategies which deliberate the four variables

Keywords


Halal label; product quality; price perception; brand trust; purchase intention; cosmetics; Indonesian female consumers

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