Islamic Branding and Celebrity Endorser

Implications on Decisions of Wardah Cosmetic Purchase

Ahsan Rafsanjani, Mokh. Adib Sultan and Rida Rosida

Economics and Islamic Finance Department, Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi No. 229 Kota Bandung

ahsan.rafsanjani96@student.upi.edu, {adiebsultan, rida.rosida}@upi.edu

Keywords: Wardah Cosmetic, Hijabers Community Bandung, Islamic Branding, Celebrity Endorser, Consumer

Decision.

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.

1 INTRODUCTION

Women's need for cosmetics to protect certain parts

of the body in order to stay in good condition and

change the appearance to be more beautiful directly

increase demand in the cosmetics market (Anggraeni,

2017). If you look at the growth rate of women in

Indonesia from Year to Year increase, where the Year

2010 there are 237,641,326 people with 119,105,833

are women and Year 2015 there are 254,9 millions

with 128,1 millions are women (Anton, 2015; Badan

Pusat Statistik, 2016).

Table 1: Cosmetic Sales Data in Indonesia Year 2009-2014

(in Trillion Rupiah).

Year Market Value Growth

2009 28,76 9,7%

2010 31,56 8,87%

2011 37,38 18,4%

2012 42,61 14%

2013 49,61 16,4%

2014 49,61 19%

Source: duniaindustri.com

Table 1 shows that the total sales of the cosmetics

industry in 2009 reached 28.76 trillion and in 2015

cosmetics sales experienced an extraordinary

increase of 64.3 trillion. The growth of the cosmetics

industry from year to year always experienced a

dynamic increase of about 14% per year with an

average value of cosmetic exports reached Rp. 12

440

Rafsanjani, A., Sultan, M. and Rosida, R.

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

In Proceedings of the 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) - Transforming Islamic Economy and Societies, pages 440-445

ISBN: 978-989-758-315-5

Trillion which marks a surplus of 85% of export

value. It is also very influential on the employment of

75,000 direct workers and 600,000 indirect workers

under the auspices of 760 cosmetics companies

(Kemenperin, 2014).

Tabel 2: Top Brand Cosmetic from Indonesia Year 2016.

No.

Name of

Cosmetic

Name of

Cosmetic

1 Wardah 6 Emina

2 Inez 7 Sariayu

3 Make Ove

8 M. Botanica

4 PAC 9 Polka Baut

5 C. Colours 10 Mustika Ratu

Source: www.bitebrands.com

Based on Table 2 in the Year 2016, the most

famous brand at the moment and become a role model

of the cosmetics industry in Indonesia is held by

Wardah brand from PT. Paragon Technology and

Innovation that builds halal positioning from scratch

in the minds of consumers. Based on the results of

interviews with HRD Manager from PT. Paragon

Technology - DC Bandung stated that Wardah last

few years experienced an average growth of about

50% - 60% per year while other brands only increased

10%, and in the scale of production has reached 95

million pieces of products per year and 10 products of

which enter the product line best.

Wardah comes with its charm and religiosity to

target Muslim consumers, a segment where a Muslim

is subject to God's will in trust and action (Wilson and

Liu, 2011). And Muslims and Muslims are

commanded by Allah Azza wa jalla to consume the

halal again good. The following is the Qur'an:

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“"O 'mankind! Eat of what is in the earth lawful and

good; and do not follow the footsteps of Satan Surely

he is a manifest foe for you.” Al-Baqoroh:168.

Allah Almighty ordered a Muslim to consume the

lawful and good that is on this Earth which Allah

Almighty has proclaimed, and forbade consume that

has been forbidden. The law of things is permissible,

unless there is a shohih and sharih null proscribed it

(Qardhawi, 2007). Likewise cosmetics, may be used

as long as the material and the manufacturing process

does not contain things that are forbidden.

According to a previous study conducted by

Aisyah (2016) stated that the intention and decision

to buy kosher cosmetics and personal care products

will be higher if consumers are motivated because of

their religious duty to consume halal products.

Moreover, previously no one has released a kosher

idea on cosmetics and increased awareness of middle

class Muslims will obedience to the rules of religion

halal halal into lifestyles (Yuswohadi et al., 2014).

Overall Wardah uses a good approach to Muslim

consumers by adapting products to Islamic rules

because the target market is also Muslim (Aisyah,

2016). At this time, the approach is known as Islamic

branding, where the product is marketed according to

the needs of Muslim consumers physically and

spiritually, where producers pay attention to

complience covers the halal material and production

process and attention to the needs of Muslim

consumers (Aoun and Tournois, 2015; Maamon,

2016) .

The use of the Islamic branding strategy on

Wardah cosmetics does not necessarily directly bring

Wardah's name but Wardah also educates the market

using celebrity endorsers as a social influence in

which public figures can influence the public and

position Wardah as kosher cosmetics in the minds of

their customers. Recruiting several celebrity

endorsers aims to get several target sakaligus markets

that match the celebrity endorser image that has a

social influence, and the use of some celebrity also

aims to make marketing not monotonous (Hsu and

McDonald, 2002; Schimmelpfennig, 2013)

Public figures selected as celebrity endosers are

those who are very persuasive and acknowledged by

the public for having a social influence and have the

ability to convey positive messages to the

surrounding community due to physical, intellectual

skills, athletic abilities and lifestyles possessed by

individuals, these public figures are employed by

company at a certain period to advertise the

company's products (Seno and Lukas, 2007; Suki,

2014).

Based on Pracista and Rahanatha (2014), the

credibility of celebrity endorser has a positive and

significant effect on brand equity. The better the

credibility of celebrity endorser then the equity brand

(brand equity) was berbading straight because

celebrity endorser has a social influence.

 How is Islamic branding and celebrity endorser

to consumer decisions Wardah cosmetics based

on the perception of members of Hijabers

Commonity Bandung?;

 How big is Islamic branding influencing

consumer decisions of members of Hijabers

Community Bandung to buy Wardah

cosmetics?;

 How much celebrity endorser affects the

consumer decision of members of Hijabers

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

441

Community Bandung to buy Wardah

cosmetics?;

 How big is Islamic branding and celebrity

endorser together can influence consumer

decisions of members of Hijabers Community

Bandung to buy Wardah cosmetics?.

2 LITERATURE REVIEW

Schiffman and Kanuk (Sangadji and Sopiah, 2013)

define the decision as an option to choose from

several alternatives. Kotler and Keller (2012)

suggests that purchasing decisions are a consumer

process of evaluating the options available to select

one of these products. Selection of a product is also

influenced by the needs and desires of consumers

themselves, not escaped also influenced by several

factors that stick to or are highlighted on the product,

such as price, size and more.

While in view of Islamic perspective, Allah

Almighty ordered to consume according to need

without exaggeration, and Al-Ghazali divided the

fulfillment of needs into three levels, namely: the

need (dhoruriat) pleasure or comfort (hajaat). and

luxury (tahsiniyat) (Muntholip, 2012).

Islamic branding or also called crescent marketing

(Wilson et al., 2013). Islamic branding is a new field

of academic research that focuses on how to market

products that are compatible with Islam and have a

target market of Muslim consumers (Maamoun,

2016). Alserhan (2010) Mention to be said that a

product is Islam when the product is in accordance

with Islamic law, originated or resided in the Islamic

State and target market targeted by the product is

Muslim consumers.

Celebrity endorser is a strategy used by product

companies to market a product or educate the market

through a public figure known by the market in order

to increase sales volume. Juanda and Sondang (2014)

and to improve it could use some celebrity endorser

tailored to the company's target market (Hsu and

McDonald, 2002).

3 METHODOLOGY

The Methode in a reseacrh is a descriptive and

verifikative method. Research design in this study

using the design of causality research, which in this

study is known to illustrate the truth on independent

variables and dependent that describe the cause and

effect of the measure of the strength of the

relationship and the direction of its influence. The

selected research object is the member of Bandung

community hijabers which is an active container of

the veiled women who remain beautiful wrapped with

cosmetics. Technical Data collection in this study

using explanatory survey method, which conducted a

survey by taking 80 samples from 400 member

hijabers community Bandung next spread the

questionnaire to 80 samples. This data analysis

technique using analysis method of pearson product

moment and multiple linear regression.

4 RESULTS AND DISCUSSION

Based on the research results in the field, it is known

perceptions Wardah respondents are as follows figure

Figure 1: Perceptions of Respondents Against Wardah

Products from Indicators of Islamic Branding.

Source: Research Result (2017).

The overall data of the largest Islamic branding

indicator is halal material and certification, where the

perception of Bandung community hijabers is of the

opinion that Wardah uses halal ingredients in its

production process plus the use of halal certification

permits that add to consumer trust. The lowest of the

indicators of Islamic branding according to the

perception of hijabers community Bandung is

imaging religiosity, and indeed in fact Wardah not too

imaging high religiosity or obedient.

0 200 400 600

Composition

Process

Religiusity

Certification

Needs

Alternatif

N. Ideal

N. Total

ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy

442

Figure 2: Perceptions of Respondents Against Wardah

Products from the Celebrity Endorser Indicators.

Source: Research Result (2017).

Recapitulation of the highest celebrity endorser

indicator in contributing score that is physical

attraction owned by celebrity endorser. The indicator

can explain that what Wardah is doing is recruiting

celebrity endorsers who have physical attractiveness

to attract the attention of consumers and also to

imaging Wardah in the eyes of consumers just by

looking at celebrity endorser. The weakest inductor is

the belief in the content delivered by the celebrity

endorser where the consumer is more confident or full

power when there is a recommendation from a friend

or word of mouth. Perceptions of respondents against

wardah products from purchasing decision indicators

can see in figure 3.

Figure 3: Perceptions of Respondents Against Wardah

Products from Purchasing Decision Indicators.

Source: Research Result (2017).

The highest score on consumer purchasing

decisions is on Indicator is Wardah cosmetic

distribution channel where member hijabers Bandung

community very easy to get Wardah cosmetics,

wherever and whenever.

After performing the validity test using the

classical assumption test, furthermore testing the

relationship between variables of Islamic branding,

celebrity endorser and consumer decision by using

pearson product moment. Here's the result in table 3:

Table 3: Research Result with Pearson Product.

Source: Research Result (2017).

It is known that the value of correlation coefficient

between Islamic branding with consumer decision is

0.508 with a significant level taken is 0.05 or 5% fault

tolerance, then the value of sig. 0.000 is below 0.05

(0.000 <0.05) which means there is an Islamic

branding relationship with consumer decisions. To

see how closely the relationship between variables

can be seen from the results of the correlation

coefficient (0.508) by comparing it with the table 50

which became the reference interpretation of the

correlation coefficient r value of the correlation table

0.508 is at the coefficient interval of 0.40 to 0.599

which indicates a sufficient level of relationship high,

by looking at the Relationship Level Coefficient

Interval.

Next to see the relationship between celebrity

endorser with consumer decisions can be seen that the

0.000 significant level is below 0.05 so it can be said

that celebrity endorser has a real correlation with

consumer decisions. While the correlation value of

0,556 between celebrity endorser with consumer

decision signifies high enough relationship because

0,556 is in interval 0,40 - 0,599. The correlation

between celebrity endorser with consumer decision is

higher than the value of Islamic branding correlation,

then the celebrity endorser variable is stronger

correlation with Islamic branding.

Table 4: t-test

Source: Research Result (2017)

0 500 10001500

Attraction

Trust

Knowledge

Credibility

Attractivness

Branding

Attitude

N. Ideal

N. Total

0 1000 2000

Value

Jalur Distr.

Repeat Order

N. Ideal

N. Total

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Si

.B Std. Erro

Beta

(Constant

)

33,545 6,382 5,256 ,000

IB ,442 ,221 ,247 1,997 ,049

CE ,359 ,114 ,391 3,156 ,002

a. De

endent Variable: Ke

utusanKonsumen

IB CE KK

Islamic

Branding

Pearson Correlation 1 ,667

,508

Sig. (2-tailed) ,000 ,000

N 80 80 80

Celebrity

Endorser

Pearson Correlation ,667

1 ,556

Sig. (2-tailed) ,000 ,000

N 80 80 80

Consumer

Decisions

Pearson Correlation ,508

,556

Sig. (2-tailed) ,000 ,000

N 80 80 80

**. Correlation is significant at the 0.01 level (2-tailed).

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

443

In table 4 obtained t calculation is obtained for

3.156. For  = 0.05 and degrees of freedom df = n - k

= 80 - 2 = 78 because using a two-tailed test it uses 

/ 2 and t counts 1,990. By comparing t count and t

table, it is found that thount of celebrity endorser is

3.156 bigger than t table (3,156> 1,990). Thus, there

is influence between celebrity endorser to consumer

decision.

Table 5: F-Test.

Source: Research Result (2017)

In table 5 we get the result of sig value. 0.000 is

under 0.05 (0.000 <0.05) which means there is

influence of Islamic branding and celebrity endorser

to consumer decision. Based on the data table 5.

significance value is at 0.000 <0.05 then it can be said

that islamic branding and celebrity endorser have a

simultaneous influence on consumer decisions. Given

the value of Fcount of 20,110 while the Ftable value

on degrees of freedom df (n1) = k-1 = 3-1 = 2 and df

(n2) = n-k = 80-3 = 77 then the result of Ftable is 3.12.

From hypothesis test known that Fcount> Ftable that

is (20,110> 3,12) hence hypothesis H0 refused and

H1 accepted, mean islamic branding and celebrity

endorser have simultaneous influence to consumer

decision.

Table 6: R

Source: Research Result (2017)

In table 6, the value of significance is at 0.000 <0.05

then it can be said that the Islamic branding and

celebrity endorser has a simultaneous influence on

consumer decisions. Given the value of Fcount of

20,110 while the Ftable value on degrees of freedom

df (n1) = k-1 = 3-1 = 2 and df (n2) = n-k = 80-3 = 77

then the result of Ftable is 3.12. From hypothesis test

known that Fcount> Ftable that is (20,110> 3,12)

hence hypothesis H0 refused and H1 accepted, mean

islamic branding and celebrity endorser have

simultaneous influence to consumer decision.

5 CONCLUSIONS

Based on research that has been done to the member

Hibers Bandung community to determine the

influence of Islamic branding and Celebrity endorser

of Consumer Decision, it can be drawn conclusion as

follows: Level Islamic branding on cosmetics

Wardah according to the perception of Bandung

community hijabers as a whole fall into the high

category. Description Celebrity endorser and

Consumer Decision on the member hijabers

community Bandung is in the high category.

The picture of Islamic branding tend to be high

and consumer decision is high, so that Islamic

branding have a high positive effect on consumer

decision on hijabers member of Bandung community.

Description Celebrity endorser tend to be high and

consumer decision high, so celebrity endorser have

positive effect to decision of kosumen at member

hijabers community of Bandung. Islamic branding

and celebrity endorsers have a high tendency towards

consumer decisions. Thus, Islamic branding and

celebrity endorser have a positive effect on consumer

decisions.

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20,110 ,000

Residua

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Total 3354,200 79

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