Halal Logo, Beauty Blogger & Halal Marketing Package : Which One is the Most Influencing Factors that Lead into Purchase Decision on Halal Cosmetic

  • Abstract
  • Keywords
  • References
  • PDF
  • Abstract

    Halal cosmetic becomes more popular today, and soon or later shall be perceived as a necessity. Halal products themselves are identical with the presence of halal logo on the product or packaging, however does halal logo enough to stimulate consumer to choose a certain halal cosmetic brand?.

    Consumer nowadays are exposed with more options of communication from many brands, both digital and non-digital media are presented to today’s consumer, in response to current situation manufacturer has to understand kind of media that might significantly affect their consumer behavior. In digital media the presence of beauty bloggers are started to get consumer’s attention and suddenly become a new reference for seeking information of a new product, however the presence of convential halal marketing package is still undeniable, kind of models with hijab and Islamic message on the communication of is also considered  play significant role in building consumer perceptions.

    This study aims to find out whether halal logo, beauty blogger or conventional halal marketing package is the most significant factor to create consumer positive perception that will ultimately determine purchase decision to buy halal cosmetic products.

    The study is conducted in Jakarta and Surabaya via on-line survey through WhatsApp mobile application to those active users of social media ages 20-50 y.o and using mass-market cosmetic. Mobile application  is chosen in order to get spesific target respondents who are members of social media. Using structural questionnaire, up loaded digitally by using Google forms, that been delivered by using smartphone through WhatsApp mobile application within 1 week of field study.

    Findings reveals if conventional halal marketing package is still more significant to create positive perception, followed with Halal logo and beauty blogger.



  • Keywords

    Halal logo, beauty blogger, conventional halal marketing package, purchase decision

  • References

      [1] Technavio. HALAL COSMETICS AND PERSONAL CARE MARKET IN THE APAC REGION 2014-2018 [Internet]. 2014. Available from: http://www.technavio.com/report/halal-cosmetics-and-personal-care-market-in-the-apac-region-2014-2018

      [2] Pew Research Center. The future of the global Muslim population. Projections for 2010-2030. Popul Sp Place. 2011;13(1):1–221.

      [3] Lada S, Tanakinjal GH, Amin H. Predicting intention to choose <IT>halal</IT> products using theory of reasoned action. Int J Islam Middle East Financ Manag. 2009;2(1):66–76.

      [4] Wilson JAJ, Grant J. Islamic marketing – a challenger to the classical marketing canon? J Islam Mark [Internet]. 2013;4(1):7–21. Available from: http://www.emeraldinsight.com/doi/10.1108/17590831311306327

      [5] Techinasia. https://www.techinasia.com/indonesia-web-mobile-statistics-we-are-social.

      [6] Kempe D, Kleinberg J, Tardos É. Maximizing the spread of influence through a social network. Kdd [Internet]. 2003;137. Available from: http://portal.acm.org/citation.cfm?doid=956750.956769

      [7] Zhan J, Loh HT, Liu Y. Gather customer concerns from online product reviews - A text summarization approach. Expert Syst Appl [Internet]. 2009;36(2 PART 1):2107–15. Available from: http://dx.doi.org/10.1016/j.eswa.2007.12.039

      [8] Fishbein M, Ajzen I. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research [Internet]. Reading, MA: Addison-Wesley. 1975. p. 1–18. Available from: http://home.comcast.net/~icek.aizen/book/ch1.pdf

      [9] Ajzen I, Madden TJ. Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. J Exp Soc Psychol. 1986;22(5):453–74.

      [10] Ajzen I. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes.The theory of planned behavior. Vol. 50, Organizational Behavior and Human Decision Processes. 1991. p. 179–211.

      [11] Hennig-Thurau T, Gwinner KP, Walsh G, Gremler DD. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? J Interact Mark. 2004;18(1):38–52.

      [12] Wilson JAJ, Belk RW, Gary JB, Sandikci Ö, Kartajaya H, Sobh R, et al. Crescent marketing, Muslim geographies and brand Islam: reflections from the JIMA Senior Advisory Board. Vol. 4, Journal of Islamic Marketing. 2013. 22-50 p.

      [13] Balakrishnan BKPD, Dahnil MI, Yi WJ. The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Soc Behav Sci [Internet]. 2014;148:177–85. Available from: http://www.sciencedirect.com/science/article/pii/S1877042814039366

      [14] Kozinets R V., Valck K, Wojnicki AC, Wilner SJ. Networked Narratives. Underst Word-of-Mouth Mark Online Communities. 2010;74(2):71–89.

      [15] Chaovalit P. Factors influencing cosmetics purchase intention in Thailand : a study on the relationship of credibility and reputation with the persuasive capabilities of beauty bloggers. AU-GSB e-Journal. 2014;Vol. 7(1):34–42.

      [16] Abdul J, Shaari N, Shahira N. Dimension of Halal Purchase Intention : A Preliminary Study Shaari & Arifin. Int Rev Bus Res Pap. 2010;6(4):444–56.

      [17] 17. Hussin SR, Hashim H, Yusof RN, Alias NN. Relationship between product factors, advertising, and purchase intention of Halal cosmetic. Pertanika J Soc Sci Humanit. 2013;21(SPEC. ISSUE):85–100.

      [18] A.J Wilson & Jonathan Liu. The challenges of Islamic branding: navigating emotions and halal. 2011;

      [19] Rice. The Implications of Islam for Advertising Messages: The Middle Eastern Context. 2002;

      [20] Kassem, S., & St. John D. Sex in Advertising: Its Relevance, Use, and Effects. Management Decision, 11(3), 145-158. 1973.

      [21] Shimp T. Advertising, Promotion and Other Aspects of Integrated Marketing Communications. 2003;

      [22] Mokhlis S. The effect of religiosity on shopping orientation : An exploratory study in Malaysia. J Am Acad Bus. 2006;9(1):64–74.

      [23] Philip Kotler GMA. Prentice Hall. Prentice Hall; 2005.

      [24] Lin L, Chen C. The influence of the country-of-origin image , product knowledge and product involvement on consumer purchase decisions : an empirical study of insurance and catering services in Taiwan. 2006;

      [25] Nicosia FM. Consumer Decision Process, Marketing and Advertising Implication,. Prentice-Hall, Englewood Cliffs, NJ,; 1968. p. 156.

      [26] Howard JA (1989). Consumer Behavior in Marketing Strategy. Prentice-Hall, Englewood Cliffs, NJ.; 1989.

      [27] McQuarrie, E.F. and Muson JM. “The Zaichkowsky personal involvement inventory: modification and extension”, in Wallendorf, M. and Anderson, P. (Eds), Advances in Consumer Research, Vol. 14, Association for Consumer Research, Provo, UT. 1992. pp 33-40.

      [28] Kotler, P., Ang, S.H., Leong, S.M. and Tan C. A Marketing Management, Asian Perspective, 2nd ed. Prentice-Hall, Englewood Cliffs, NJ.; 1999.

      [29] Hill R. WHAT SAMPLE SIZE is “ ENOUGH ” in INTERNET SURVEY RESEARCH ? nterpersonal Comput Technol An Electron J 21st Century. 1998;6(3):1–10.

      [30] John T. Roscoe. Fundamental Research Statistics for the Behavioral Sciences (International series in decision processes). 1979.

      [31] Nunnally, J.C. & B. Psychometric Theory. Vol. 3. McGraw Hill, New York; 1994.

      [32] HAir Jr, Black, Babin A. Multivariate Data Analysis. Pearson/Prentice Hall; 2014.

      [33] Bagozzi RP, Yi Y. On the Evaluation of Structural Equation Models. Vol. 16, Journal of the Academy of Marketing Science. 1988. p. 74–94.

      [34] Hair, J.F., Ringle, C.M., Sarstedt M. PLS-SEM: indeed a silver bullet. J Mark Theory Pract 19 (2), 139-151. 2011;




Article ID: 18434
DOI: 10.14419/ijet.v7i3.30.18434

Copyright © 2012-2015 Science Publishing Corporation Inc. All rights reserved.