VOLUME 1 ISSUE 1, 2019

Advertisement and the extrinsic cues toward buying attitude: Case of Wardah halal cosmetics

Dara Anggun Puspita Dewi (Faculty of Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia)
Guruh Ghifar Zalzalah (Asean Business Institute, Universitas Islam Indonesia, Yogyakarta Indonesia)

Article Info

Publish Date
24 Jan 2020


Purpose: The aim of this research was to determine the influence of effective advertisement (emotional response and environmental response), extrinsic cues (brand image, packaging, and price) toward the consumer buying attitude, and to analyze the influence of extrinsic cues on consumer buying attitude of Wardah through income as the moderating variable.Methodology: The sample was taken by female university students who used the product of Wardah. The sampling technique used was a non-probability sample that is convenience sampling or accidental sampling. The analytical tool used multiple linear regression analysis with SPSS version 20.Findings: The results of multiple regression analysis showed a positive and significant influence on the effective advertisement (emotional response and environmental response), and extrinsic cues (brand image, packaging, and price) toward the consumer buying attitude, and income was positively moderated the extrinsic cues toward the consumer buying attitude.Originality/Contributions: This is the first study to find out, the researcher focused on female university students in Yogyakarta who were using Wardah cosmetic. There were five parts of questions based on the effectiveness of advertising variables, brand image variables, packaging variables, pricing variables, income variables and buying attitude variables

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Journal Info





Decision Sciences, Operations Research & Management Social Sciences Other


The Asian Journal of Islamic Management (AJIM) is a peer-review journal publishes quality and in-depth analysis on current issues within Asia and Islamic management topics. The journal publishes twice a year every June and December. AJIM welcomes strong and original evidence-based empirical studies ...