Journal of Business Studies and Management Review
Vol. 5 No. 2 (2022): JBSMR, Vol. 5 No.2, June 2022

THE EFFECT OF GREEN PRODUCT, HALAL LABEL AND SAFI COSMETIC BRAND IMAGE ON PURCHASE DECISIONS MODERATED BY WORD OF MOUTH IN THE MUSLIM COMMUNITY OF PALEMBANG CITY

Karinta Fakhira (Unknown)
Mismiwati Mismiwati (Universitas Islam Negeri Raden Fatah Palembang)
Fernando Africano (Politeknik Negeri Sriwijaya)
Riduwansah Riduwansah (Universitas Islam Negeri Raden Fatah Palembang)
Oki Sania Riski (Universitas Islam Negeri Raden Fatah Palembang)

Article Info

Publish Date
08 Jul 2022

Abstract

This research was on to find out the influence of green products, halal labels, the brand image of Safi Cosmetics, and word of mouth as moderators to wards purchasing decisions of the Muslim consumers in Palembang. The sample used in this research was the Muslim consumers in Palembang with purposive sampling techniques. The number of samples in this study was 90 samples obtained from the questionnaire. The research used the quantitative approach with Moderated Regression Analysis assisted by SPSS 21. The results reveal that green product has no effect on purchasing decisions, the halal label has a positive effect on purchasing decisions, brand image has a positive effect on purchasing decisions, word of mouth has a positive effect on purchasing decisions, and word of mouth weakens the relationship between green products and purchasing decisions.  

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Journal Info
Journal of Business Studies and Management Review
Website

Abbrev

jbsmr

Publisher

Universitas Jambi

Subject

Decision Sciences, Operations Research & Management Social Sciences

Description

The aim of the Journal of Business Studies and Management Review (JBSMR)  is to be a unique journal in its provision of extraordinary services like quick and professional correspondence with authors, fair and comprehensive articles’ double-blind peer review, prompt results of reviews by our ...