Measurement of Variables to Predict Purchase Decisions Toward Halal Product: Study at Inglot

Abstract

Inglot is a brand known in Indonesia as O2M Breathable Nail Enamel nail polish which is safe for nail health and has Halal certification from The Muslim League of Poland. The halal cosmetic label on a product is one of the criteria that is in great demand because it is guaranteed to be safer. For Muslims in determining for using or buying something, it must be based on predetermined Islamic principles. In Indonesia there are 231.06 million people who are Muslim, which is equivalent to 86.7 percent of the total population of Indonesia. So, marketing halal products in Indonesia is a big opportunity for companies. Therefore, finding out the right model to describe variables that influence consumers in making purchasing decisions on halal products is important. The purpose of this study is to determine the measurement of E-WOM variables (Information Quality, Information Quantity, Information Credibility), Brand Image, Product Halal Image, Purchase Intention and Purchase Decision of customers towards Inglot as a halal product. The measurements tool is a set of questionnaires that was distributed online via Google Form. The valid data were collected from 30 respondents living in Indonesia and analyzed by using SPSS to find out whether it meets the validity and reliability requirements of a good questionnaire. The result supports the 35 items from 7 variables (Information Quality, Information Quantity, Information Credibility, Brand Image, Product Halal Image, Purchase Intention and Purchase Decision) met the requirements. Therefore, the set of questionnaires can be used for further study.