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Purchase intention of Sariayu cosmetics among Muslim university students as viewed from green product and product quality An Islamic economic perspective
Submitted
February 27, 2024
Accepted
March 13, 2024
Published
March 17, 2024
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Abstract

Introduction
The worsening environmental conditions motivate beauty industries to pay attention to ecological aspects in running their businesses, namely creating environmentally friendly (green products) of good quality.
Objectives
This study aimed to determine whether green products and quality affect purchase intention.
Method
The research method used is a quantitative approach. The population was female students of the Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sumatera Utara Medan, and the sample size was 98 respondents. The analysis technique in the study used multiple linear regression, and the data was processed using SPSS.
Results
The results showed that the green product and product quality together positively affected purchase intention.
Implications
This research provided insights for the beauty industry to enhance their involvement in environmentally friendly products without neglecting their quality.
Originality/Novelty
This study contributes to enriching studies on halal cosmetics among Muslim consumers from an Islamic perspective in Indonesia.

Keywords

cosmetics green product Islamic economics Islamic perspective Muslim university students product quality purchase intention

Article Details

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