FACTORS INFLUENCING HALAL COSMETICS DECISION MAKING IN BANDUNG, INDONESIA
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol.24, Issue 02
Abstract
This research was conducted to understand the buying behavior of halal cosmetics and the factors that
influence consumers to buy halal cosmetics. The study relies on Theory of Planned Behavior model that consist of
attitude, subjective norms, and perceived behavioral control. Sample in this study consists of 200 female respondents
who consume halal cosmetics. Data collection is done by using a five-point Likert scale questionnaire which is then
analyzed using regression analysis techniques. Results of this study found that three antecedents of intention, namely
attitudes, subjective norms and perceptions of behavioral control have positive influence on consumer buying
decision to buy halal cosmetics.
Description
Keywords
Theory of Planned Behavior, Attitude, Subjective Norms, Perceived Behavioral Control, Brand Image, Buying Decision, Halal Cosmetic