The Impact of Brand Image and Perceived Price on Imported Halal Skincare Purchase Decision: Study on Safi’s Consumers in Central Java, Indonesia

Kusuma Wardani and Annie Susanto
Additional contact information
Kusuma Wardani: Student of Economics and Business Faculty, Satya Wacana Christian University, Salatiga, Central Java, Indonesia
Annie Susanto: Lecturer of Economics and Business Faculty, Satya Wacana Christian University, Salatiga, Central Java, Indonesia

International Journal of Science and Business, 2020, vol. 4, issue 10, 108-120

Abstract: Halal as an Al-Qur’an term applies to legal products that are permitted to use or consume according to Islamic thought. As non-food, halal product, skincare is categorized as a cosmetic product. Indonesia has the largest Muslim population of 207.2 million people, it makes Muslim consumers in Indonesia are interested in not only consuming local halal skincare but also imported halal skincare. Not only focus on the Muslim consumers only, but how the image of Safi’s brand and perceived price in the consumers mind can affect the purchase decisions considering that Safi is an imported skincare product. The aim of this research is to determine the influence of brand image and perceived price toward purchase decision among Safi consumers in Central Java, Indonesia. The sampling technique used was purposive, with 140 samples. The data analysis technique was multiple linear regression analysis. There are two research questions: (1) what are the influences of brand image on consumer purchasing decision of imported halal skincare, (2) what are the influences of perceived price on consumer purchasing decision of imported halal skincare. The first regression result showed that there was a significant influence between brand image toward purchasing decision on Safi’s skincare. The second regression result showed that there was no influence of perceived price toward purchasing decision on Safi’s skincare.

Keywords: Brand Image; Perceived Price; Purchase Decision; Halal Skincare; Marketing Management (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ijsab.com/wp-content/uploads/604.pdf (application/pdf)
https://ijsab.com/volume-4-issue-10/3253 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aif:journl:v:4:y:2020:i:10:p:108-120

Access Statistics for this article

International Journal of Science and Business is currently edited by Dr. Md Shamim Hossain

More articles in International Journal of Science and Business from IJSAB International
Bibliographic data for series maintained by Farjana Rahman ().