Journal article Open Access

The Impact of Brand Image and Perceived Price on Imported Halal Skincare Purchase Decision: Study on Safi's Consumers in Central Java, Indonesia

Kusuma Wardani; Annie Susanto

Halal as an Al-Qur’an term applies to legal products that are permitted to use or consume according to Islamic thought. As non-food, halal product, skincare is categorized as a cosmetic product. Indonesia has the largest Muslim population of 207.2 million people, it makes Muslim consumers in Indonesia are interested in not only consuming local halal skincare but also imported halal skincare. Not only focus on the Muslim consumers only, but how the image of Safi’s brand and perceived price in the consumers mind can affect the purchase decisions considering that Safi is an imported skincare product. The aim of this research is to determine the influence of brand image and perceived price toward purchase decision among Safi consumers in Central Java, Indonesia. The sampling technique used was purposive, with 140 samples. The data analysis technique was multiple linear regression analysis. There are two research questions: (1) what are the influences of brand image on consumer purchasing decision of imported halal skincare, (2) what are the influences of perceived price on consumer purchasing decision of imported halal skincare. The first regression result showed that there was a significant influence between brand image toward purchasing decision on Safi’s skincare. The second regression result showed that there was no influence of perceived price toward purchasing decision on Safi’s skincare.

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