ANALYSIS THE EFFECT OF HALAL AWARENESS TO PURCHASE INTENTION ON CONSUMERS OF WARDAH PRODUCT
Melinda Amelia1, Hilda Manoarfa2, Ratih Hurriyati3

Magister Management, Faculty of Economics and Business Education, Bandung Indonesia University of Education, Jl. Dr. Setiabudi No.229

Abstract

Purchase intention of wardah products is currently high amid competition for other cosmetic products and along with the emergence of new cosmetic products from other brands, causing problems regarding the influence of halal awareness in determining purchase intention. The purpose of this study is to findings regarding the description of halal awareness and purchase intention and the effect of halal awareness on purchase intention. The method used is descriptive verification research with the object of research being consumers of wardah products with a sample of 80 respondents using non-probability sampling. The results of the study show that there is a significant direct effect between Halal Awareness on Purchase Intention

Keywords: halal awareness, purchase intention, wardah, marketing

Topic: Marketing Management, Relationship Marketing, Service Marketing