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

Kamaruzaman, Ahmad Syazwan and Mohd Azmir, Nurul Imma and Othman, Norazmiatullailli (2018) 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. Masters thesis, Universiti Teknologi MARA (UiTM).

Abstract

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.

Metadata

Item Type: Thesis (Masters)
Creators:
Creators
Email / ID Num.
Kamaruzaman, Ahmad Syazwan
2015424708
Mohd Azmir, Nurul Imma
2016998117
Othman, Norazmiatullailli
2016539515
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
Abdul Rashid, Arlinah
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Universiti Teknologi MARA, Shah Alam > Arshad Ayub Graduate Business School (AAGBS)
Programme: Master in Business Administration
Keywords: halal, skincare, nonmuslim
Date: 2018
URI: https://ir.uitm.edu.my/id/eprint/77440
Edit Item
Edit Item

Download

[thumbnail of 77440.pdf] Text
77440.pdf

Download (153kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:
On Shelf

ID Number

77440

Indexing

Statistic

Statistic details