RELATIONSHIP BETWEEN ADVERTISEMENT AND PURCHASE INTENTION ON HALAL COSMETIC PRODUCTS IN MALAYSIA

Main Article Content

Salwani Arbak
Rabiul Islam
Harun Al Rasyid

Keywords

Customer Offense, Purchase Intention, Islamic Advertising, Halal Cosmetic Products

Abstract

Purpose of the Study: The aim of this paper is to examine the relation between Muslim women customer offense caused due to Islamic advertising of halal cosmetic products in Malaysia.


Methodology: The violation of Islamic ethics on the advertisement of halal cosmetic products and purchase intention was examined through a survey that included 110 Muslim women respondents in Malaysia who used cosmetics. The items used for the operationalization of variables were based on the advertising ethics provided by Quran and Sunnah. The current study confirms that irrespective of their religion, women find those advertisements offensive that do not abide by Islamic ethics, which are universal in nature. Based on the correlation results, this study reveals that violation of Islamic advertising ethics (honesty, racism, sexism, intention, and language) has a correlation with purchase intention. A multiple regression analysis was highlighted and it was found that racism, sexism, intention, and language have negative and significant influence on purchase intention. Only one variable did not have a significant influence on purchase intention of halal cosmetic products in Malaysia.


Results: Sexism plays the most critical role in influencing consumers’ intention that makes them avoid buying halal cosmetic products. Furthermore, customer offense created due to violation of ethics has a negative impact on the purchase intention of halal cosmetic products. If advertisers want to attract customers in Malaysia and retain them, then they must avoid creating customer offense by following Islamic advertising ethics.


Implications: This study will be beneficial to marketers, advertisers, and companies in developing their advertising and marketing strategies for halal cosmetic products. In addition, this study has implemented the study of Islamic advertising ethic violations and purchase intentions of halal cosmetic products.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...
Abstract 9 | PDF Downloads 7 XML Downloads 0

References

Al-Nasser, M., Yusoff, R. Z., Islam, R. & ALNasser, A. (2014). Effects of Consumers’ Trust and Attitude toward Online Shopping. American Journal of Economics and Business Administration, 6(2): 58-71.
Ananthalakshmi, A. (2017). From Food to Cosmetics, Japan Firms Eye Malaysia's Halal Industry: SMBC. JakartaGlobe. Retrieved from: http://jakartaglobe.id/international/food-cosmetics-japan-firms-eye-malaysias-halal-industry-smbc/ Accessed on 28 April 2018.
Andersson, H., & Schytt, E. (2017). Sexism in Advertising: A Qualitative Study of the Influence on Consumer Attitudes Towards Companies. 106p. Jonkoping University Press.
Assael, H. (2004). Consumer behavior: A strategic approach. Boston: Houghton Mifflin Company. 516p.

Belch, G. E., & Belch, M. A. (2007). Advertising and Promotion: An Integrated Marketing Communications Perspective, (7 Th. New York: NY: McGraw-Hill). 789p. Emerald Group Publishing Limited.
Belch, G. E., & Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective,(9 Th. New York: NY: McGraw-Hill. 820p. Boston, Mass. : Irwin/McGraw-Hill.
Bodiat, A. (2017). Is My Lipstick Forbidden by My Religion?. Racked. Retrieved from https://www.racked.com/2017/5/28/15675092/halal-makeup-muslim-rules. Accessed on 20 April 2018.
Brierley, S. (2005). The advertising handbook. Routledge. 265p. University of London.
Ghani, E., & Ahmad, B. (2015). Islamic advertising ethics violation and purchase intention. International Journal of Islamic Marketing and Branding, 1(2), 173-198.
Islam, M. E., & Alam, M. Z. (2013). Advertising: An Islamic Perspective. International Journal of Ethics in Social Sciences, 1(1), 105-116.
Islam, R., Chowdhury,M. S., Sarker, M. S., Ahmed, S. (2014). Measuring Customer’s Satisfaction on Bus Transportation. American Journal of Economics and Business Administration, 6(1): 34-41. ISSN: 1945-5488.
Kaur, H., & Hundal, B. S. (2017). Impact of advertising strategies on the cognitive and behavioral component of attitude of women consumers. Journal of Asia Business Studies, 11(4), 413-433.
Kosarizadeh, H. (2015). Studying The Effect Of Social Media On Consumer Purchase Intention (Case Study: Leather Products), Iran. Journal Of Applied Environmental And Biological Sciences. 2(3): 171-181.
Kotler, Philip, (2005). Manajemen Pemasaran: Analisa Perencanaan dan Pengendalian, Jakarta : Erlangga. Jilid 1 Dan 2. Jakarta : PT Indeks.
Low, S, (2017). The rising demand for halal cosmetics. Star2. Retrived from: https://www.star2.com/style/2017/10/13/rising-demand-halal-cosmetics/ Accessed on 27 March 2018.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2015). Advertising: Principles and practice. Pearson Australia. 546p. Pearson Publications.
Naseri, A., & Tamam, E. (2012). Impact of Islamic religious symbol in producing favorable attitude toward advertisement. Revista de Administratie Publica si Politici Sociale, 8.
Premium Beauty News. (2017). Halal cosmetics market expected to meet continuous growth. Retrieved from: http://www.premiumbeautynews.com/en/halal-cosmetics-market-expected-to,11287. Accessed on 27 May 2018.
Purnama, F. A., & Safira, A. (2017). Investigating Islamic advertising ethics: Perceptions of Indonesian Muslims. Journal of Emerging Economies & Islamic Research, 5(2): 11-21.
Putra, M. I., Ratnasari, R. T., & Ari Prasetyo, S. E. (2017). Religiosity Effect Analysis Of Consumer Behavior and Consumer Intention On Online Shopping: East Java Community Case Study. Religiosity effect analysis of consumer behavior and consumer intention on online shopping: east java community case study, 8(4), 103-110.
Rahi, S. (2017). Research design and methods: A systematic review of research paradigms, sampling issues and instruments development. International Journal of Economics & Management Sciences, 6(2), 1-5.
Schiffman, L. G. (2009). Leslie Lazar kanuk. 2004. Consumer Behavior. 600p. Prentice Hall; 10th edition.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior 8th ed. Upper Saddle. 21p. Science and Education: An Open Access and Academic Publisher.
Shafiq, A., Haque, A., Abdullah, K., & Jan, M. T. (2017). Beliefs about Islamic advertising: an exploratory study in Malaysia. Journal of Islamic Marketing, 8(3), 409-429..
Srivastava, R. K. (2010). Effectiveness of global advertisement on culture of India: an emerging market. International Journal of Emerging Markets, 5(1), 102-113.
Umar, H., (2011). Metode Penelitian Untuk Skripsi dan Tesis Bisnis. Edisi ketiga. Jakarta: Rajawali Pers. 402p. RajaGrafindo Persada Publications.
Waller, D. S., & Shyan Fam, K. (2000). Cultural values and advertising in Malaysia: views from the industry. Asia Pacific Journal of Marketing and Logistics, 12(1), 3-16.
Wells, W. D., Burnett, J., & Moriarty, S. (2003). Advertising. Saddle River. 6th edition. 599p. N.J Prentice Hall.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2010). Business research methods (8th ed.). 533p. Mason, HO: Cengage Learning.