The Use of Halal Labels to Improve the Consumer Loyalty of Cosmetic Products in Bandung City Indonesia

11Yenny Maya Dora, 2Adam Faritzal

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Abstract:

The majority of population in Indonesia is Moslems. It makes the companies produce their products with halal labels on them. It is done to make the products to be accepted in the market. To use of halal labels among producers in Indonesia is a must. This study aims to analyze how the influence in the use of halal labels is used by cosmetic products in Bandung city on customer loyalty. The sample of this study was 300 female cosmetic users in Bandung city. The approach is using SEM AMOS. The results of this study prove that the form of loyalty or customer loyalty is more dominantly formed by trust while the halal labels only reinforce it. The results of this study are different from previous studies which stated that halal labels dominantly form customer loyalty. The implications of this study can be used by entrepreneurs in cosmetics, food, beverages, clothing and medicine.

Keywords:

Halal Label, Loyalty, Cosmetics, and Consumer in Bandung City, Indonesia

Paper Details
Month2
Year2020
Volume24
IssueIssue 2
Pages3308-3313