Purchasing behaviour: mediating roles of brand personality and religiosity in the purchase of halal cosmetics
Joint Authors
Rubiyanti, Nurafni
Muhyi al-Din, Zurina
Murshid, Muhsin Ali
Source
Issue
Vol. 2022, Issue (s) (28 Feb. 2022)8 p.
Publisher
Publication Date
2022-02-28
Country of Publication
Malaysia
No. of Pages
8
Main Subjects
Abstract EN
The purpose of this paper is to add to the body of knowledge about brand personality and consumer behaviour to purchase Halal cosmetic products.
This study examines the effect of brand personality on the actual purchase of Halal cosmetics products, as well as the moderating effect of religiosity on this relationship.
In this study, the population includes Muslim women in Indonesia who have purchased halal cosmetic.
The population are represented by 6 big islands in Indonesia and involves 500 respondents.
This study was conducted by sending the target population an email invitation to complete an online survey and using social networking using snowball sampling.
The data analysis method used is the SEM-PLS approach which is based on the SmartPLS version of 3.2.7.
The study found that brand personality has a significant influence on consumers’ actual purchase behaviour.
Another finding from this study is that religiosity does not have a moderating effect on the relationship between brand personality and actual purchases.
Future research can continue the research of brand personality to other similar industries in other countries and not just the halal cosmetics industry in Indonesia.
American Psychological Association (APA)
Rubiyanti, Nurafni& Muhyi al-Din, Zurina& Murshid, Muhsin Ali. 2022. Purchasing behaviour: mediating roles of brand personality and religiosity in the purchase of halal cosmetics. Global Journal Al Thaqafah،Vol. 2022, no. (s).
https://search.emarefa.net/detail/BIM-1543707
Modern Language Association (MLA)
Rubiyanti, Nurafni…[et al.]. Purchasing behaviour: mediating roles of brand personality and religiosity in the purchase of halal cosmetics. Global Journal Al Thaqafah Special issue (Feb. 2022).
https://search.emarefa.net/detail/BIM-1543707
American Medical Association (AMA)
Rubiyanti, Nurafni& Muhyi al-Din, Zurina& Murshid, Muhsin Ali. Purchasing behaviour: mediating roles of brand personality and religiosity in the purchase of halal cosmetics. Global Journal Al Thaqafah. 2022. Vol. 2022, no. (s).
https://search.emarefa.net/detail/BIM-1543707
Data Type
Journal Articles
Language
English
Notes
Record ID
BIM-1543707