Proceedings of the 3rd International Seminar and Conference on Learning Organization (isclo-15)

Which is More Important? Halal Label or Product Quality

Authors
Harie Lutfie, Erdita Puspa Puji Suzanti, Osa Omar Sharif, Dini Turipanam Alamanda
Corresponding Author
Harie Lutfie
Available Online March 2016.
DOI
https://doi.org/10.2991/isclo-15.2016.41How to use a DOI?
Keywords
halal label, product quality, brand image, purchase decision
Abstract

The purpose of this study is to analyze which one is considered more important by Muslim consumers when they make a purchase decision, halal label or product quality? Wardah cosmetic product was chosen to be the object of the study, samples were taken from as many as 100 people who have joined Wardah Cosmetics' Facebook Fan Page using purposive sampling technique. The data analysis technique used is path analysis. Product quality was found as the more affecting factor for the comsumers in purchasing Wardah cosmetic products. Meanwhile, halal label has not significantly been able to influence the consumers in their purchase decisions, but it could enhance Wardah' s brand image as the cosmetic products intended for Muslim women. Wardah still has to care and maintain the products quality because it is the driving factor for the consumers to purchase their cosmetics.

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the 3rd International Seminar and Conference on Learning Organization (isclo-15)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2016
ISBN
978-94-6252-174-2
ISSN
2352-5398
DOI
https://doi.org/10.2991/isclo-15.2016.41How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Harie Lutfie
AU  - Erdita Puspa Puji Suzanti
AU  - Osa Omar Sharif
AU  - Dini Turipanam Alamanda
PY  - 2016/03
DA  - 2016/03
TI  - Which is More Important? Halal Label or Product Quality
BT  - Proceedings of the 3rd International Seminar and Conference on Learning Organization (isclo-15)
PB  - Atlantis Press
SP  - 224
EP  - 229
SN  - 2352-5398
UR  - https://doi.org/10.2991/isclo-15.2016.41
DO  - https://doi.org/10.2991/isclo-15.2016.41
ID  - Lutfie2016/03
ER  -