Journal of Marketing Innovation
Vol. 2 No. 1 (2022)

Consideration Analysis of Muslim Purchase Intention on Korean Beauty Products

Nurul Anisa Setiani (Politeknik Negeri Bandung)
Moh Farid Najib (Politeknik Negeri Bandung, Indonesia)
Fatya Alty Amalia (Unknown)
Dewi Purnamasari (National Yunlin University of Science and Technology)

Article Info

Publish Date
19 Mar 2022


This study aims to analyze the consideration of purchasing Korean beauty products. This is because many consumers prefer beauty products from South Korea or commonly called Korean Beauty compared to local products. Even though many local cosmetics are of good quality and already have halal certification, many are not yet certified halal or do not have the halal logo. This research was conducted using mixed methods. The Sample was obtained from primary data by distributing online questionnaires with 330 respondents and conducting in-depth interviews with 4 informants from West Java. Data analysis using IBM SPSS Statistics 22 for quantitative data testing and qualitative data using three qualitative paths, namely data reduction, data presentation, and concluding. The results showed that product ingredients and country of origin had a positive effect on purchase intention. while halal awareness does not affect the purchase intention of Korean beauty products.

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Journal Info





Economics, Econometrics & Finance Social Sciences


Journal of Marketing Innovation (JMI) is an open-access journal published by Politeknik Negeri Bandung (Bandung State of Polytechnic), Indonesia. JMI welcomes articles in the field of marketing throughout the world, both theoretical and applied. JMI only accepts manuscripts that have not been ...