INTENTION TO PURCAHSE HALAL COSMETICS: THE INFLUENCE OF BRAND IMAGE, RELIGIOSITY, AND ONLINE CONSUMER REVIEW Hilda Monoarfa, Rida Rosid, Dhimas Hadi Nugraha
Universitas Pendidikan Indonesia
Jl. Setiabudi no. 229, Bandung , Jawa Barat.
Abstract
The purpose of this study is to see the influence of brand image level, religiosity level and online customer review level on the intention of purchasing halal cosmetics in generations Y and Z in West Java. The research design used in this study is causality with a quantitative approach. The sample in this study was 151 respondents and the analysis technique used was SEM PLS. The results of this study, the level of brand image, the level of online consumer review and the level of religiosity have a positive effect on the intention of purchasing halal cosmetics in West Java. The implication of this research is that halal cosmetic manufacturers to develop their products such as promotion and branding strategies through online media, because it affects people^s interest in using halal cosmetics.
