Abstract
This study aims to prove the empirically relationship between halal marketing (halal labelling and hijabista celebrity endorsement) with financial performance. The independent variable is halal labeling and hijabista celebrity endorse, while the dependent variable is financial performance. This research was conducted in Indonesia, spread across five cities such as: Jakarta, Lampung, Bali, West Sulawesi, and Aceh with samples of PT. Paragon Technology and Innovation and PT. Sari Ayu., Tbk. Survey methods and 51 questionnaires used in this research. The result shows that halal labelling has no effect on financial performance, while hijabista celebrity endorse has an effect on financial performance.Keywords: halal labeling, hijabista celebrity endorse, and financial performance
Highlights
The trend of Islamic lifestyle is still growing (Janmohammed, 2017). This trend grows from 2010-2011 an increase of 20%, 2014-2015 with a growth range (20% 100%) to use Wardah cosmetics according to Euromonitor International in Cosmetics Paris 2016, and increased by 30% at 2018, when muslim consumers only choose food products that are in accordance with Islamic demands such as: meat, milk, and other processed products (Endah, 2014), but it has expanded to clothing, cosmetics, real estate, restaurants, hotels, Islamic banking, to integrated Islamic schools (Salehudin & Lutfi, 2012)
In Indonesia, one of the cosmetic pioneers who concerned about the halality of its products is Wardah
Hijabista celebrity endorse is an important part of consumers in choosing their products because the hijab is one of the identities of a moslem woman who understands the concept of Islam and lives with the Islamic lifestyle
Summary
The trend of Islamic lifestyle is still growing (Janmohammed, 2017). This trend grows from 2010-2011 an increase of 20%, 2014-2015 with a growth range (20% 100%) to use Wardah cosmetics according to Euromonitor International in Cosmetics Paris 2016, and increased by 30% at 2018, when muslim consumers only choose food products that are in accordance with Islamic demands such as: meat, milk, and other processed products (Endah, 2014), but it has expanded to clothing, cosmetics, real estate, restaurants, hotels, Islamic banking, to integrated Islamic schools (Salehudin & Lutfi, 2012). Moslem fashion is countinuosly becoming a recent interest in the fashion line to show them the new way to wear hijab It could strengthen women moslem identity and self-image as a fashionable women moslem (Banister & Hogs, 2004 in Jan & Kalthom (2015). Another aspect that reinforces why the market of halal product came form Mathew, Raudah & Nurazizah (2012) who found that the current halal concept is for moslem consumers and for non-moslem consumers such as vegetarian or animal lovers. Based on the findings of Salyova, et al, (2015), marketing orientation can make a better profit in economic and financial performance In this case, a marketing strategy in the form of halal marketing was thought to increases sales (Abdullah, Hamali & Abdullah, 2015; Suindrawati, 2015)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
