%A 1511011007 MUTIARA FITRI ANDINI
%T THE EFFECT OF HALAL BRANDING DIMENSION TO PURCHASE

INTENTION ON ORIFLAME LIPSTICK
%X In recent era, halal is transcending from a religious issue confined to mosleem, to
being a global symbol in the market. as halal trends become more popular, the
demand for halal cosmetics is continuously growing as consumer want to expand
their awareness of cosmetics while remaining loyal to Islamic values. The purpose
of this research is to elaborate the effect among halal branding dimension which
include halal brand image, halal brand trust, halal brand loyalty, and halal brand
satisfaction on consumer purchase intention of Oriflame lipstick.
A multiple regression analysis is tested with the help of SPSS version 25, and the
sampling technique is non probability sampling. The research used the online
questionnaire to collect data from 200 respondents in Bandar Lampung who meet
the criteria.
The findings shows that halal brand image and halal brand trust does not have
significant and positive effect to purchase intention on Oriflame lipstick.
Meanwhile, halal brand loyalty and halal brand satisfaction has a significant and
positive effect to purchase intention on Oriflame lipstick. The findings have
significant implications which may help Oriflame to develop suitable strategies
for its halal brands. Furthermore, it could help Oriflame to target new segments
and implement effective marketing based on halal communication strategies.
Keywords: Mosleem, halal brand image, halal brand trust, halal brand
loyalty, halal brand satisfaction

%C UNIVERSITAS LAMPUNG
%D 2019
%I FAKULTAS EKONOMI DAN BISNIS
%L eprints55477