Factors that determine the purchase intention of non-muslim consumers towards local halal skincare products: a case study of lovera skincare / Ahmad Syazwan Kamaruzaman, Nurul Imma Mohd Azmir and Norazmiatulailli Othman

The purpose of this research is to identify factors that determine purchase intention of non-Muslim consumers towards local halal skincare products. In this study, a local skincare company carrying Lovera brand is selected as subject matter to examine factors of purchase intention of non-Muslim consumers. This research examines the effects of attitudes on halal skincare product, product quality, product promotion, effects of social media and brand towards purchase intention of local halal skincare products. The objective of this study is also to provide some recommendations to the challenges facing the organization to be more competitive. A set of questionnaires was randomly distributed to non-Muslim consumers through hardcopies and online. Findings from the survey show that attitudes towards halal skincare products, quality, promotion and brand are significant factors contributing to intention of purchase of local halal skincare products. From the multiple regression analysis, it is found that attitude towards halal skincare product is the most significant factor company must focus on. Subsequently, TOWS Matrix approach was used to recommend Lovera in order to enhance their business capabilities. Among the recommended strategies are to create awareness and knowledge of halal products and to enhance development of new products for business diversification in order to gain more revenue and profit.