Purchasing Behavior: Mediating Roles of Brand Personality and Religiosity in the Purchase of Halal Cosmetics

Abstract

The purpose of this paper is to add to the body of knowledge about brand personality and consumer behaviour to purchase Halal cosmetic products. This study examines the effect of brand personality on the actual purchase of Halal cosmetics products, as well as the moderating effect of religiosity on this relationship. In this study, the population includes Muslim women in Indonesia who have purchased halal cosmetic. The population are represented by 6 big islands in Indonesia and involves 500 respondents. This study was conducted by sending the target population an email invitation to complete an online survey and using social networking using snowball sampling. The data analysis method used is the SEM-PLS approach which is based on the SmartPLS version of 3.2.7. The study found that brand personality has a significant influence on consumers’ actual purchase behaviour. Another finding from this study is that religiosity does not have a moderating effect on the relationship between brand personality and actual purchases. Future research can continue the research of brand personality to other similar industries in other countries and not just the halal cosmetics industry in Indonesia.