Authors : Muhammad Dharma Tuah Putra Nasution, Yossie Rossanty and Henry Aspan
Abstract: The purpose of this study is to discuss how the country of origin image mediated by religiosity to affect the halal cosmetics brand image among Muslim women in Medan. Descriptive research has been adopted in this study through a quantitative approach using closed-ended questions. Questionnaires were distributed to 108 respondents and criteria selection was 100 respondents. Data were analyzed using path analysis. In particular, the construct of religiosity has been shown to be an effective mediation of the country of origin image and halal cosmetics brand image. Country of origin image and religiosity were studied and shown to have a positive influence on Muslim women to evaluate halal brand. The halal cosmetics brand image as a set of associations related to health, goodness and truth.
Muhammad Dharma Tuah Putra Nasution, Yossie Rossanty and Henry Aspan, 2017. Toward Halal Cosmetics Brand Image: Mediating Role of Religiosity Evidence from Muslim Women in Medan, Indonesia. International Business Management, 11: 1353-1362.