2023
DOI: 10.36778/jesya.v7i1.1453
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The Role of Halal Labeling as Moderating Brand Image, Product Quality, and Price on the Purchase Intention of Cosmetic Products

Fachrozi Fachrozi,
Mariana Mariana,
Selamat Riadi

Abstract: This study aims to examine and analyze the role of the halal label in moderating the effect of brand image, product quality, and price on cosmetic purchase intention. The method used is quantitative. The data used is a questionnaire. The data analysis technique uses Partial Least Square (PLS). The results showed that brand image and product quality significantly impact purchasing interest with p-values of 0.000<0.05 and 0.020<0.05, respectively. On the other hand, the Price and Halal Labels have no signi… Show more

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