The effect of beauty influencer credibility and customers' halal awareness on purchase intention: case study from Indonesia local beauty brand

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Tazlia, Ismi (2022) The effect of beauty influencer credibility and customers' halal awareness on purchase intention: case study from Indonesia local beauty brand. Graduate thesis, IPMI Business School.

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Abstract

By applying the stimulus-organism-response (SOR) model, this study investigated whether influencer's credibility and halal awareness influence the customers perceived value which, in turn, affect their purchase intention. Quantitative research method is used to gather 150 data using and online survey. SEM-PLS was performed to analyze data. The results showed that influencers' credibility and halal awareness have a positive effect on customer perceived value for local Indonesian beauty products. In addition, perceived value also affects customers' purchase interest. Halal awareness gave a new contribution that sheds light on the role of halal certification on the customers' purchase intention. This study provides valueable insight to the halal local beauty industry to improve their marketing strategy and contribute to the theoretical literature in the field of management and marketing.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 05 Aug 2022 03:37
Last Modified: 05 Aug 2022 03:37
URI: http://repository.ipmi.ac.id/id/eprint/1483

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