Halal Awareness, Brand Image, Consumer Trust, and Consumer Decision to Purchase Halal Nail Polish

Lestary, Anni Febriani (2022) Halal Awareness, Brand Image, Consumer Trust, and Consumer Decision to Purchase Halal Nail Polish. In: Prosiding Balai Gadang Annual International Conference on Islamic Studies (BAGAICIES) I Tahun 2022: The Breaktrough Development of Islamic Accounting and Finance Post Pandemic, 2 November 2022, Padang.

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Abstract

This study aims to observe the effect of halal awareness and brand image on purchasing decisions for halal nail polish among female students in Padang City, with trust as a mediating variable. Halal nail polish is undoubtedly very different from the nail polish that was previously on the market. So that Muslim women don't have to worry anymore when they want to beautify their nails using nail polish. In this study, research data were obtained by distributing questionnaires to research respondents, namely female students in the city of Padang, as many as 100. The data obtained was then processed using data analysis techniques with the PLS model. The results of the study show that halal awareness and consumer trust have a direct influence on purchasing decisions for halal nail polish. in contrast, the brand image does not directly impact buying decisions. Brand image affects purchasing decisions through consumer trust. This study also found a mediating effect of consumer trust from halal awareness and brand image on the decision to buy halal nail polish among female students in Padang.

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