The Determinants of Halal Labeling and Brand Image Towards Purchase Intention and Purchasing Decision

DOI

10.2991/aer.k.210121.001How to use a DOI?

Keywords

Halal Labeling, Brand Image, Purchase Intention, Purchasing Decision

Abstract

This study aims to analyze the influence of halal labeling and brand image on purchase intention and purchasing decisions. This study’s object was Wardah’s cosmetics. Meanwhile, this study’s subject was Wardah cosmetics consumers in Yogyakarta. In this study, a sample of 155 respondents was selected using purposive sampling. The analytical tool utilized in this study was the Structural Equation Modelling (SEM). Based on the analysis results that have been carried out, halal labeling did not significantly influence purchase intention. However, brand image was significant toward purchase intention, halal labeling significantly affected purchasing decisions, and brand image had a significant impact on purchasing decisions.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sutrisno Wibowo
AU  - Audya el Juhara
PY  - 2021
DA  - 2021/01/21
TI  - The Determinants of Halal Labeling and Brand Image Towards Purchase Intention and Purchasing Decision
BT  - Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020)
PB  - Atlantis Press
SP  - 1
EP  - 3
SN  - 2352-5428
UR  - https://doi.org/10.2991/aer.k.210121.001
DO  - 10.2991/aer.k.210121.001
ID  - Wibowo2021
ER  -