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Title: The Direct and Indirect Effects of Halal-Labeled Cosmetics Actual Purchase among Indonesian Muslim Consumers Based on Theory of Planned Behavior, 6th Global Islamic Marketing Conference (GIMAC 6), Istanbul, May 6-8, 2015
Authors: Muniaty Aisyah
Keywords: halal;cosmetics;purchase behavior
Issue Date: 6-May-2015
Publisher: Qatar: Colleges of Bussines and Economics Qatar University, Erciyes University dan Istanbul univesity
Abstract: The purposes of this study is to analyze the direct and indirect effects of halal-labeled cosmetics actual purchase among Muslim consumers in Indonesia. Using primary data collection method, 100 questionnaires were distributed to target respondents comprising of female students studying at State Islamic University in Jakarta, representing the Muslim consumers in Indonesia. The data are analyzed using Structural Equation Model. This study proposes seven direct causal effects (attitude, subjective norm, and perceived behavioral control toward purchase intention; and attitude, subjective norm, perceived behavioral control, and purchase intention toward actual purchase), based on Theory of Planned Behavior (TPB) in the structural model. The findings indicate five direct effects and three indirect effects that are: 1) only perceived behavioral control is positively related to the halal-labeled purchase intention; 2) attitude, subjective norm, perceived behavioral control and purchase intention, each one has positive related to the actual purchase of halal-labeled cosmetics; 3) consumers’ intention has iindirect effect on mediating attitude, subjective norm, and perceived behavioral control toward halal cosmetics actual purchase. Thus, consumers’ intention over purchasing halal-labeled cosmetics could predicts the necessities of halal cosmetics among Muslims. This study also finds that there are relations between: 1) the amount of allowance with attitude; 2) the purchase frequency with attitude, subjective norms, perceived behavioral control, intention and actual purchase; 3) the religion orientation with subjective norm; 4) the halal cosmetics knowledge with perceived behavior control, and 5) the frequency to checked out the halal label with perceived behavioral control, intention and actual purchase. By addressing the consumers’ behaviors and profile characteristics that could predict the necessities of halal-labeled cosmetics, marketers can stimulate the consumers to seek out new halal cosmetics and sequentially stimulates halal cosmetics innovation and distribution in Indonesia.
Appears in Collections:Prosiding Workshop/Lokakarya/Seminar

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