出版社：Institut Agama Islam Negeri Raden Intan Lampung
摘要：This study aims to analyze customer purchasing decisions on cosmetic products by considering halal labels or product quality where brand image is an intervening variable.This study uses quantitative methods with confirmatory objectives.Questionnaires are distributed using a purposive sampling method for 400 respondents in several villages throughout Indonesia.The results showed that the halal label significantly influenced brand image and purchasing decisions.Product quality affects brand image but has no impact on purchasing decisions.Meanwhile,brand image has a significant influence on purchasing decisions.The research implications show that for rural communities,promotion of halal cosmetics is more useful for driving purchasing decisions compared to the quality of cosmetic products.
