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Abstract
Introduction
The Indonesian skincare market has experienced rapid growth, driven by increased consumer awareness and demand for affordable, high-quality products. Scarlett Whitening has emerged as a leading local brand, leveraging its brand image and halal certification. However, challenges such as limited consumer awareness of halal certification and socio-political animosity complicate purchasing decisions.
Objectives
This study examines the influence of brand image, halal certification, and consumer animosity on purchasing decisions for Scarlett Whitening products. It also investigates the moderating role of promotional activities in these relationships.
Method
A quantitative approach was adopted, using Structural Equation Modeling (SEM) to analyze data from 220 respondents at Mutiara Kosmetik in Yogyakarta, Indonesia. The study employed a structured questionnaire to measure brand image, halal certification, animosity, promotions, and purchasing decisions, ensuring validity and reliability through established scales.
Results
Brand image significantly and positively influenced purchasing decisions, highlighting its role in fostering consumer loyalty. Halal certification exhibited a negative relationship with purchasing decisions, suggesting gaps in consumer awareness. Animosity had no direct impact but was moderated by promotions, which effectively mitigated its effects. Promotions also amplified the positive influence of brand image but had limited impact on halal certification.
Implications
The findings underscore the importance of integrated marketing strategies that leverage brand strength, address consumer trust in ethical certifications, and mitigate socio-political challenges through targeted promotions. These insights are vital for enhancing market positioning in culturally sensitive contexts.
Originality/Novelty
This study provides a holistic framework for understanding purchasing decisions by integrating brand image, halal certification, animosity, and promotions, offering actionable recommendations for culturally and politically sensitive markets.
Keywords
Article Details
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References
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Herédia-Colaço, V., & Coelho Do Vale, R. (2018). Seize the day or save the world? The importance of ethical claims and product nature congruity. Journal of Business Ethics, 152(3), 783–801. https://doi.org/10.1007/s10551-016-3342-0
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References
Antonetti, P., & Manika, D. (2022). Modeling multiple forms of consumer animosity through fuzzy-set qualitative comparative analysis. European Journal of Marketing, 56(1), 113–132. https://doi.org/10.1108/EJM-04-2020-0272
Antonetti, P., Manika, D., & Katsikeas, C. (2019). Why consumer animosity reduces product quality perceptions: The role of extreme emotions in international crises. International Business Review, 28(4), 739–753. https://doi.org/10.1016/j.ibusrev.2019.02.003
Baron, I. S., Melani, M., & Agustina, H. (2022). The effect of brand perception, halal label, and product composition of cosmetics to habitual buying behaviour: The role of perceived price as mediator. Global Conference on Business and Social Sciences Proceeding, 13(1), 1–1. https://doi.org/10.35609/gcbssproceeding.2022.1(87)
Bondarenko, V., & Vyshnivska, B. (2023). Promotional marketing as a method of increasing sales. Three Seas Economic Journal, 4(2), 21–28. https://doi.org/10.30525/2661-5150/2023-2-3
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Djakasaputra, A., Juliana, Aditi, B., Fachrurazi, & Mas’ad, M. A. (2023). The influence of halal certification, halal awareness, and brand image on interest in buying halal food products: An empirical study of consumers in Indonesia. International Journal of Islamic Business and Economics (IJIBEC), 7(2), 103–115. https://doi.org/10.28918/ijibec.v7i2.2003
Dwiyanisa, A. (2022). Exploration of factors forming intention to buy skincare among Millennial Generation male consumers in Bandung, Indonesia. Jurnal Computech & Bisnis, 16(2), 207–231. https://doi.org/10.56447/jcb.v16i2.22
Dzukroni, A. A., & Ulinnuha, R. (2023). Debates on Halal issues as Indonesian contemporary religious social phenomena. Khazanah: Jurnal Studi Islam Dan Humaniora, 21(2), 155–172. https://doi.org/10.18592/khazanah.v21i2.9119
Fajar, A., Sobari, N., & Usman, H. (2019). Impact of marketing communication mix towards image, brand awareness, and costumers decision to choose Islamic insurance. Journal of Islamic Economics Lariba, 4(2), 109–122. https://doi.org/10.20885/jielariba.vol4.iss2.art5
Fajria, R. N., Hasanah, S., Lestari, S. S., & Sam’ani. (2022). Does brand love affect brand loyalty for halal product consumers in Central Java? Journal of Islamic Economics Lariba, 8(2), 279–288. https://doi.org/10.20885/jielariba.vol8.iss2.art8
Fong, C.-M., Chang, H.-H. S., & Han, Y.-L. (2022). Animosity, preference conflict and consumption context in an international crisis: A normative influence perspective. International Marketing Review, 39(6), 1285–1308. https://doi.org/10.1108/IMR-07-2021-0219
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Gineikiene, J., & Diamantopoulos, A. (2017). I hate where it comes from but I still buy it: Countervailing influences of animosity and nostalgia. Journal of International Business Studies, 48(8), 992–1008. https://doi.org/10.1057/s41267-017-0097-5
Gunawan, D. G., & Pertiwi, A. D. (2022). Pengaruh label halal, electronic word of mouth dan kualitas produk terhadap keputusan pembelian skincare Safi melalui brand image dan brand trust [The influence of halal labeling, electronic word of mouth and product quality on purchasing decisions for Safi skincare through brand image and brand trust]. Jurnal Ilmiah Ekonomi Islam, 8(1), 815–824. https://doi.org/10.29040/jiei.v8i1.4508
Hardiyanto, S., Eriza, F., Ridho, H., Noorikhsan, F. F., Agustian, D., & Batubara, P. E. O. (2023). Analysis of the fatwa of the Indonesian Ulema Council supporting Halal certification and the progress of Indonesian Muslims. Pharos Journal of Theology, 105(1), 1–11. https://doi.org/10.46222/pharosjot.10521
Helmi, S., Ariana, S., & Supardin, L. (2022). The role of brand image as a mediation of the effect of advertising and sales promotion on customer purchase decision. Journal of Economics and Sustainable Development, 13(8), 90–99. https://doi.org/10.7176/JESD/13-8-09
Herdyanti, L. Q., & Mansoor, A. Z. (2020). Analysing opportunity for new established acne focused skincare brand in Indonesian beauty industry. European Journal of Business and Management Research, 5(2), 1–5. https://doi.org/10.24018/ejbmr.2020.5.2.272
Herédia-Colaço, V., & Coelho Do Vale, R. (2018). Seize the day or save the world? The importance of ethical claims and product nature congruity. Journal of Business Ethics, 152(3), 783–801. https://doi.org/10.1007/s10551-016-3342-0
Ibeabuchi, C., Ehido, A., Fawehinmi, O., & Aigbogun, O. (2024). Determinants of purchase intention towards halalcertified cosmetic products among nonMuslims. Journal of Islamic Marketing, 15(12), 3778–3803. https://doi.org/10.1108/JIMA-09-2022-0255
Inayah, F. R., Parakkasi, I., & Sofyan, A. S. (2023). Pengaruh labelisasi halal, personal selling dan online customer review terhadap keputusan pembelian (Studi pada follower Instagram Scarlett Whitening) [The influence of halal labeling, personal selling and online customer reviews on purchasing decisions (Study on Scarlett Whitening Instagram followers)]. Al Maal: Journal of Islamic Economics and Banking, 4(2), 163–175. https://doi.org/10.31000/almaal.v4i2.6610
Karsono, L. D. P., & Salma, L. F. (2023). The impact of 9P’s of marketing mix strategy towards the decision to purchase halal tourism services. Journal of Islamic Economics Lariba, 9(1), 1–18. https://doi.org/10.20885/jielariba.vol9.iss1.art1
Kartika, B., Septi, I., Jamaludin, M. A., & Jaswir, I. (2023). The relationship between muslim consumers’ perception of halal certification toward purchase intention of halal products. Journal of Halal Industry & Services, 6(1), a0000383. https://doi.org/10.36877/jhis.a0000383
Khan, Z. (2021). Impact of sales promotion, advertising and direct marketing on sale of cosmetic products. Journal of Marketing Strategies, 2(1), 20–34. https://doi.org/10.52633/jms.v2i1.26
Khanfani, M., Diniyah, A., & Putri, G. Z. A. (2023). Exploring the influence of consumer behavior on purchase decision and purchase intention for halal cosmetics: The moderating role of Halal awareness. Airlangga International Journal of Islamic Economics and Finance, 6(2), 144–160. https://doi.org/10.20473/aijief.v6i02.50743
Kline, R. B. (2023). Principles and practice of structural equation modeling (Fifth edition). The Guilford Press.
Kotler, P., & Keller, K. L. (2016). Marketing management (15 edition). Pearson.
Li, Y., Li, B., Wang, G., & Yang, S. (2021). The effects of consumer animosity on demand for sharing-based accommodations: Evidence from Airbnb. Decision Support Systems, 140, 113430. https://doi.org/10.1016/j.dss.2020.113430
Lu, F.-C., & Sinha, J. (2019). Dichotomous thinking and ethical consumerism: Overcoming the negative effects of self-interest bias through third-person narrative persuasion. Journal of Advertising, 48(3), 271–283. https://doi.org/10.1080/00913367.2019.1597788
Ma’azah, N., & Prasetyo, A. (2023). Brand image melalui customer satisfaction sebagai variabel intervening terhadap customer loyalty pada produk skincare Safi Indonesia [Brand image through customer satisfaction as an intervening variable on customer loyalty in Safi Indonesia skincare products]. Airlangga Journal of Innovation Management, 4(2), 219–228. https://doi.org/10.20473/ajim.v4i2.50401
Manafe, L. A., & Ardeana, Y. (2022). Strategy to increase brand awareness through public relations activities with PENCILS analysis method: (Case study : EDVI Beauty Glow Skincare). International Journal Of Education, Social Studies, And Management (IJESSM), 2(3), 76–91. https://doi.org/10.52121/ijessm.v2i3.126
Mandler, T., Bartsch, F., Krüger, T., Kim, K. A., & Han, C. M. (2023). Consumer animosity: The mitigating effect of perceived brand globalness. International Marketing Review, 40(2), 365–384. https://doi.org/10.1108/IMR-08-2022-0186
Monoarfa, H., Rosida, R., Juliana, J., Sintiyawati, S., & Abu Karim, R. (2023). Halal awareness can’t improved purchase intention imported skincare. Al-Uqud : Journal of Islamic Economics, 7(1), 54–66. https://doi.org/10.26740/aluqud.v7n1.p54-66
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