Purchasing Behavior: Mediating Roles of Brand Personality and Religiosity in the Purchase of Halal Cosmetics

IF 0.1 0 RELIGION

global journal al thaqafah Pub Date : 2022-02-28 DOI:10.7187/gjatsi022022-12

Nurafni Rubiyanti, Zurina Mohaidin, Mohsen Ali Murshid

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引用次数: 8

Abstract

The purpose of this paper is to add to the body of knowledge about brand personality and consumer behaviour to purchase Halal cosmetic products. This study examines the effect of brand personality on the actual purchase of Halal cosmetics products, as well as the moderating effect of religiosity on this relationship. In this study, the population includes Muslim women in Indonesia who have purchased halal cosmetic. The population are represented by 6 big islands in Indonesia and involves 500 respondents. This study was conducted by sending the target population an email invitation to complete an online survey and using social networking using snowball sampling. The data analysis method used is the SEM-PLS approach which is based on the SmartPLS version of 3.2.7. The study found that brand personality has a significant influence on consumers’ actual purchase behaviour. Another finding from this study is that religiosity does not have a moderating effect on the relationship between brand personality and actual purchases. Future research can continue the research of brand personality to other similar industries in other countries and not just the halal cosmetics industry in Indonesia.

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购买行为:品牌个性和宗教信仰在清真化妆品购买中的中介作用

本文的目的是增加知识的主体关于品牌个性和消费者行为购买清真化妆品。本研究考察品牌个性对消费者实际购买清真化妆品的影响，以及宗教信仰对这种关系的调节作用。在这项研究中，人口包括购买清真化妆品的印度尼西亚穆斯林妇女。人口分布在印度尼西亚的6个大岛，涉及500名受访者。本研究通过向目标人群发送电子邮件邀请他们完成在线调查，并使用滚雪球抽样的社交网络进行。使用的数据分析方法是基于SmartPLS 3.2.7版本的SEM-PLS方法。研究发现，品牌个性对消费者的实际购买行为有显著影响。本研究的另一个发现是，宗教信仰对品牌个性和实际购买之间的关系没有调节作用。未来的研究可以将品牌个性的研究延续到其他国家的其他类似行业，而不仅仅是印尼的清真化妆品行业。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

global journal al thaqafah RELIGION-

CiteScore

0.20

自引率

0.00%

发文量

期刊介绍： Global Journal Al-Thaqafah (GJAT) is a biannual journal, published by Universiti Sultan Azlan Shah (USAS), Perak, MALAYSIA. This journal is purely academic and peer reviewed. It caters to articles, research notes and reports, and book reviews on diverse topics relating to Islam and the Muslims. This journal is intended to provide an avenue for researchers and academics from all persuasions and traditions to share and discuss differing views, new ideas, theories, research outcomes, and socio-cultural and socio-political issues that impact on and directly or indirectly affect the Muslim World with the sole purpose of making this world a better place to live in. GJAT started in 2011 and was later granted the SCOPUS status in March 2014. Since then, GJAT has published numerous articles and materials from international contributors. GJAT welcomes contributions from all: academics, experts, and professionals. All articles submitted must be original, academic, of high scholarly standard, and meet the strict SCOPUS requirements. GJAT prioritizes articles that discuss fundamental issues and are of global relevance and importance, and publishes all articles that fulfill the basic criteria without prejudice (kindly refer to "Submission and Guidelines"). All decisions by GJAT to publish any article are final.