ANALISIS THEORY OF PLANNED BEHAVIOR TERHADAP BRAND IMAGE DAN NIAT BELI KONSUMEN PADA KOSMETIK HALAL WARDAH DI BANDUNG
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The importance of halal products is now growing. It is fast becoming a new market force and brand identifier and is now moving into affecting and changing perception on how business should be conducted, including from a marketing point of view. Halal is no longer just purely a religious issue. It is becoming a global symbol for quality assurance and lifestyle choice. Halal products are those that are Shariah compliant, i.e. do not involve the use of haram (prohibited) ingredients, are not harmful. The real of halal may extend to all consumables such as toiletries, pharmaceuticals, cosmetics and services including finance. Thus, Wardah cosmetic is one of the cosmetic has halal certified . Halal certificate can play an important role to assure consumers that the product has got the necessary conditions of halal product. This study aims to examine the influence of brand image and purchase intention of halal cosmetic using theory of planned behavior. This study uses five variables: attitude subjective norm, perceived behavioral control, brand image and purchase intention. The metodology in this study use descriptive with verification method. This study use simple random sampling with 200 respondents by questionnaries. Then, the data were analyzed by using the validity and reliability, multiple linear regression analysis. Based on the results of regression analysis showed that variable and perceived behavioral control has a significant effect on the brand image and purchase intention. The regression coefficient value of attitude, subjective norm to brand image is 0.776. The regression coefficient value of perceived behavioral control to purchase intention is 0.597. The regression coefficient value of brand image to purchase intention is 0.697. The result shows that attitude, subjective norm, perceived behavioral control, have a significant influence to brand image and purchase intention for consumer of halal cosmetic Wardah in Bandung.
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