PROPOSED BUSINESS OF HALAL COSMETICS OFFLINE STORE IN BANDUNG

• Main Author: Gizela, Gretta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/43045
• Institution: Institut Teknologi Bandung

Indonesia’s halal industry is now not only focused on food and beverages but also other sectors, including cosmetic. Indonesia’s cosmetics sector emerges throughout 2017 in line with Indonesia’s growing middle class and increasingly affluent consumers. Indonesia, as a country with the largest number of Muslims in the world, has a large potential market for halal cosmetics. An evident from MarkPlus Insight Women Survey in 2015 shows that Wardah, as a halal cosmetic brand from Indonesia, had become the most popular cosmetics brand for women. Based on some facts of the rise of opportunities on halal cosmetics in Indonesia, this research is aimed to know the influence of customer knowledge, advertising, product, subjective, branding, and attitude towards customers purchase intention on halal cosmetics products; and to extract customer and business actor’s analysis into business proposal of halal cosmetics industry offline store in Bandung. This research used external analysis which consist of competitor and consumer analysis of the industry. Desk research is used for competitor benchmarking, interview and questionnaire are conducted and used to know the perspective from Muslim customers towards halal cosmetics business in Bandung and multiple linear regression analysis is used to test the significance level and relationship of the variables. The results of this research are; there is a positive relationship between customer knowledge, advertising, product, subjective, branding, and attitude towards customers purchase intention; and based on the analysis, there is a business proposal of halal cosmetics industry which is creating halal cosmetics offline store in Bandung. The implementation plan for the proposed business will be performed within four months