Customers' awareness towards intention to purchase halal cosmetic products among UUM students

• Main Author: Atikah, Zainal Ariffin
• Format: Thesis
• Language: English; English
• Published: 2017
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: http://etd.uum.edu.my/6974/
• Institution: Universiti Utara Malaysia

The main objective of this study is to investigate the intention of customer in purchasing halal cosmetic products through the students of Universiti Utara Malaysia. This study attempts to determine that there are four factors which can influence the intention to purchase halal cosmetic products: attitudes, subjective norms, perceived behavioral control and brand awareness. Questionnaires have been distributed to collect feedback from the university students in this study while descriptive statistics and the Statistical Package for Social Sciences (SPSS) version 22 have been used to investigate the data collected. All items in this study have produced reliable results when tested for internal consistency reliability using the Cronbach's alpha test. Other than that, the Pearson's correlation analysis was used in this research to analyze the relationship between the independent and dependent variables. The results showed that there is a positive relationship between the four factors and the intention to purchase halal cosmetic products.