Factors Influencing Halal Cosmetics Decision Making in Bandung, Indonesia

1Sri Astuti Pratminingsih, Mohammad Bayu Aji Sumantri, Ni Putu Nurwita Pratami, Nugi Muhammad Nugraha

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Abstract:

This research was conducted to understand the buying behavior of halal cosmetics and the factors that influence consumers to buy halal cosmetics. The study relies on Theory of Planned Behavior model that consist of attitude, subjective norms, and perceived behavioral control. Sample in this study consists of 200 female respondents who consume halal cosmetics. Data collection is done by using a five-point Likert scale questionnaire which is then analyzed using regression analysis techniques. Results of this study found that three antecedents of intention, namely attitudes, subjective norms and perceptions of behavioral control have positive influence on consumer buying decision to buy halal cosmetics.

Keywords:

Theory of Planned Behavior, Attitude, Subjective Norms, Perceived Behavioral Control, Brand image, buying decision, halal cosmetic

Paper Details
Month2
Year2020
Volume24
IssueIssue 2
Pages8663-8671