Research Article
Impact of Islamic Branding on Purchasing Decisions on Facial Wash Product
@INPROCEEDINGS{10.4108/eai.4-11-2020.2304556, author={Azhar Alam and Luluin Maknun}, title={Impact of Islamic Branding on Purchasing Decisions on Facial Wash Product}, proceedings={Proceedings of the First International Conference on Economics, Business and Social Humanities, ICONEBS 2020, November 4-5, 2020, Madiun, Indonesia}, publisher={EAI}, proceedings_a={ICONEBS}, year={2021}, month={2}, keywords={islamic branding purchasing decision facial wash halal product}, doi={10.4108/eai.4-11-2020.2304556} }- Azhar Alam
Luluin Maknun
Year: 2021
Impact of Islamic Branding on Purchasing Decisions on Facial Wash Product
ICONEBS
EAI
DOI: 10.4108/eai.4-11-2020.2304556
Abstract
This study explains the impact of Islamic branding on purchasing decisions made by facial wash wardah consumers. This study aims to discover how the level of consumer knowledge about Islamic branding and the impact of purchasing decisions. The approach used in this research is descriptive phenomenology, which is simply understood by focusing on certain phenomena by understanding the meaning of an individual experience related to a particular phenomenon. Researchers interviewed 16 consumers of facial wash wardah products to get an idea of Islamic branding's impact on purchasing decisions. Data collection techniques used were interviews and literature review. This study indicated that Islamic branding influences the purchasing decision of facial wash wardah products because Islamic branding that is understood is the presence of halal labels and brand ambassadors who mostly use the hijab. The use of halal labels considers purchasing decisions because consumers can trust products that use halal labels. Consumers understand Islamic branding as something inherent in a product, such as halal labels and marketing using sharia principles. Islamic branding has an impact on purchasing decisions for halal skincare (facial wash) products.