THE ROLE OF RELIGIOSITY AND BRAND PERCEPTION IN THE BRAND PREFERENCE FOR HALAL COSMETICS: A CASE STUDY OF FAMILY OWNED ISLAMIC COSMETICS BUSINESS

Abstract

lndoncsia is a lucrative market for iwported cosmetics from around the wor1d. As a consequence, local cosmetics must strive hard to win the competition in the local market by improving their marketing strategies one or the strategies used is islamic branding by which local cosmclics are marketed using Islamic themes to appeal to the majority Muslim community in the country. This research analyses the factors influencing preferences towards Islamic branding, for cosmetic products in Indonesia. The samples of this research wore customers of a local family--owned Islamic cosmetic business. The variables included in this research are Islamic religiosity, brand perception and brand preference. This research employeed SPSS Statistical tool to analyse the data collected from questionaires spread to 250 Muslim female customers of halal comestics. To test the hypotheses, this research employed structural equation modelling (SEM) through AMOS. The result of this research indicated the brand perception was the highest influencer towards the brand preference for halal cosmetics.