Green product, viral marketing, and halal awareness on purchase decisions through purchase intention: Evidence from Camille Beauty consumers in Salatiga City

Authors

  • Annisa Fatia Setiawan Faculty of Islamic Economics and Business, UIN Salatiga
  • Saifudin Saifudin Faculty of Islamic Economics and Business, UIN Salatiga

DOI:

https://doi.org/10.53088/jhis.v3i2.1198

Keywords:

Green Product, Halal Awareness, Purchase Intention, Purchase Decision, Viral Marketing

Abstract

The increasing competition in Indonesia's cosmetics industry has prompted companies to understand better the factors influencing consumers' purchasing decisions. This study aimed to examine the effects of green products, viral marketing, and halal awareness on purchase decisions, with purchase intention serving as an intervening variable among consumers of Camille Beauty in Salatiga City. A quantitative research approach was employed using primary data collected through questionnaires from 100 respondents selected through purposive sampling. The data were analyzed using path analysis. The results indicate that green products, viral marketing, and halal awareness have positive and significant effects on purchase intention. Purchase intention also positively influences purchase decisions. Furthermore, green products, viral marketing, and halal awareness directly affect purchase decisions, while purchase intention significantly mediates the relationships between the independent variables and purchase decisions. These findings confirm the applicability of the Theory of Planned Behavior in explaining consumer purchasing behavior toward halal cosmetic products and suggest that companies should strengthen environmentally friendly product attributes, optimize digital marketing strategies, and maintain halal product quality to enhance consumer purchase intention and purchasing decisions.

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Published

2024-12-30

How to Cite

Setiawan, A. F., & Saifudin, S. (2024). Green product, viral marketing, and halal awareness on purchase decisions through purchase intention: Evidence from Camille Beauty consumers in Salatiga City. Journal of Halal Industry Studies, 3(2), 127–145. https://doi.org/10.53088/jhis.v3i2.1198

Issue

Vol. 3 No. 2 (2024): Journal of Halal Industry Studies

Section

Articles

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Copyright (c) 2024 Annisa Fatia Setiawan, Saifudin Saifudin

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