Islamic Branding and Celebrity Endorser - Implications on Decisions of Wardah Cosmetic Purchase

Ahsan Rafsanjani, Mokh. Adib Sultan, Rida Rosida

Abstract

Application of halal marketing on cosmetics also known as Islamic branding as a precise strategy undertaken by Wardah to get the Muslim consumer market segment, where cosmetics are marketed in accordance with physical and spiritual need of Muslim consumers (Aoun and Tournois, 2015). Both need ate encouraged by the command of Allah Swt to consume the halal and forbid from the haram. To strengthen the strategy of Islamic branding and reinforce the impression halal in the eyes of consumers, Wardah also recruitmen some public figures as celebrity endorser Wardah cosmetics and than Wardah has halal cosmetic positioning from the beginning (The Wardah Effect) and now wardah into cosmetics whose sales value skyrocketed compared to other cosmetic manufacturers. This study aims to determine the influence of Islamic Branding and Celebrity Endorser: Implications of Purchase Decision Wardah Cosmetic (Survey on Member of Hijabers Community Bandung). This research uses descriptive and verifikatif method. The data obtained from the method of data presentation of respondents (questionnaires) with the 80 sample of member. The analysis technique used in this research are product moment analysis and multiple linear regression. The results show that Islamic branding, celebrity endorser and consumer decisions are in high score category. Correlation calculation results show the variable of Islamic branding with consumer decisions have a correlation of 0.508, while celebrity endorser with consumer decisions has a correlation of 0.556. This means that Islamic branding and celebrity endorser variables have a positive correlation with the middle classification with the decision of the consumer member hijabers community Bandung. R Square value of 0.343 or 34% means that decision is influenced by Islamic branding and celebrity endorser 31%, while the rest is 66% influenced by other factors that are not studied by the researcher.

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Paper Citation


in Harvard Style

Rafsanjani A., Sultan M. and Rosida R. (2017). Islamic Branding and Celebrity Endorser - Implications on Decisions of Wardah Cosmetic Purchase.In 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP, ISBN 978-989-758-315-5, pages 440-445. DOI: 10.5220/0007083704400445


in Bibtex Style

@conference{iciebp17,
author={Ahsan Rafsanjani and Mokh. Adib Sultan and Rida Rosida},
title={Islamic Branding and Celebrity Endorser - Implications on Decisions of Wardah Cosmetic Purchase},
booktitle={1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,},
year={2017},
pages={440-445},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007083704400445},
isbn={978-989-758-315-5},
}


in EndNote Style

TY - CONF

JO - 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,
TI - Islamic Branding and Celebrity Endorser - Implications on Decisions of Wardah Cosmetic Purchase
SN - 978-989-758-315-5
AU - Rafsanjani A.
AU - Sultan M.
AU - Rosida R.
PY - 2017
SP - 440
EP - 445
DO - 10.5220/0007083704400445