Effect of Brand Image and Halal Awareness on Interest in Buying Wardah Cosmetics in the City of Semarang

Sukma Anjani Susilowati, Makmun Riyanto, Khairul Saleh

Abstract


This research aim to determine the influence of Brand Image and Halal Awareness on Purchase Interest Wardah cosmetics in Semarang Region. The data collection method used in this research are literature review and  questionnaire. The questionnaire used is the Agree-Disagree Scale with a scale of 10. Sampling was done by using the incidental sampling method of 84 samples. Data processing was conducted using SPSS 22. Based on the calculation of multiple linear regression analysis, the equation Y = 2.970 + 0.451X1 + 0.392X2  is obtained,  and the results of the t test show that each variable accepts Ha1 and Ha2, so that the variables of Brand Image (X1) and Halal Awareness (X2) have a significant effect on the Purchase Interest (Y). The F test show that Ho3 is rejected and Ha3 is accepted, which means that the variables of Brand Image (X1) and Halal Awareness (X2) simultaneously influence the Purchase Interest (Y). Then the result of the determination coefficient test (R2) show a value of 0.724, which means that 72.4% of the Purchase Interest (Y) can be explained by the variables of Brand Image (X1) and Halal Awareness (X2) and the remaining 27.6% is influenced by others factors who were not included in this study.

Keywords


Brand Image, Halal Awareness, Purchase Interest

Full Text:

PDF

References


Aprilia, F., & Saraswati, T. G. (2021). Analisis Kesadaran Halal Sebagai Variabel Intervening Pada Pengaruh Sertifikasi Halal Terhadap Minat Beli Kosmetik Halal Wardah Di Kabupaten Pemalang. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(1), 1124-1135.

Elwafi, S. Kecantikan Menjadi Gaya Hidup Sehingga Mendorong Industri Kosmetik di Indonesia. Retrieved from https://www.kompasiana.com/syahansyah8187/5ed91b2d097f3670976c7173/kecantikan-menjadi-gaya-hidup-sehingga-mendorong-industri-kosmetik-diindonesia?page=all. (akses 30 Juli 2021)

Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning & Strategy) (Q. MEDIA Ed.).

Hsin, K. C., Huery, R.Y., & Ya, T.Y. (2009). The impact of brand awareness on consumer purchase interest: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies.

Innovation, P. P. T. A. (2020). About Paragon. Retrieved from www.paragoninnovation.com. (akses 30 Juli 2021)

Journalsociolla.com. (2019). Mengintip Proses Pembuatan Rangkaian Produk Kosmetik Halal Wardah Langsung dari Pabriknya. Retrieved from https://journal.sociolla.com/beauty/kunjungan-ke-pabrik-wardah. (akses 30 Juli 2021)

Lee, Y. K. (2018). Impact of Brand Image and Country Image on Brand Purchase Interest of South African Consumers: Focusing on Mobile Phone Brands of Korea, Japan and China. International Information Institute (Tokyo). Information, 21(5), 1495-1504. Retrieved from https://www.proquest.com/scholarly-journals/impact-brand-image-country-on-purchase-interest/docview/2070377178/se-2?accountid=40625. (akses 30 Juli 2021)

LPPOM MUI. 2017. Sertifikat Halal MUI. www.halalmui.org. (akses 30 Juli 2021)

Nurfitriana, S., & Iriani, F. (2018). Citra Merek, Kualitas Produk, Harga Dan Pengaruhnya Pada Minat Beli Ulang Produk Kecantikan Wardah. Sebatik, 22(2), 56-63.

Priansa, D. J. (2017). Perilaku Konsumen Dalam Bisnis Kontemporer. Alfabeta.

Qurbani, D., & Pasaribu, V. L. D. (2019). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Nasabah Prudential Syariah Pada PT. Futuristik Artha Gemilang (Studi kasus di kantor cabang agensi Prudential Syariah PT. Futuristik Artha Gemilang Jakarta Selatan). Jurnal Pemasaran Kompetitif, 2(3), 121-135.

Sasmita, J. & Suki, N.M. (2014). Young Consumers’ Insights On Brand Equity Effects Of Brand Association, Brand Loyalty, Brand Awareness, And Brand Image. International Journal of Retail & Distribution Management, Vol. 43, (276 – 292).

Sugiyono, P. D. (2013). Metode Penelitian Kuantitatif Kualitatif dan R&D (Alfabeta Ed.). Bandung.

Topbrandaward.com. (2021). Top Brand Index. Retrieved from https://www.topbrand-award.com/top-brand-index/. (akses 30 Juli 2021)




DOI: http://dx.doi.org/10.32497/ab.v24i2.4592

Refbacks

  • There are currently no refbacks.


View My Stats