THE EFFECT OF HALAL CERTIFICATION AND CELEBRITY ENDORSEMENT TOWARD PURCHASE INTENTION MEDIATING ROLE OF BRAND IMAGE CHAPTER 1 PRELIMINARY 1.1.Background Indonesia has a population of 266,91 million people (BPS, 2019) and 207 million of the population are Muslims. Pontianak itself has 3.251 Muslim religion that become the majority of Pontianak, Kalimantan Barat. From that data we can conclude that most of people that live in Pontianak was Muslim, but the second majority religion is Katholik, which means that the product that sell in Pontianak is have many variant. As we know Muslim have a halal and haram product, the purpose of that is to minimize the variant of the product that can muslim consumer use. For a Muslim, halal is the main thing, because it makes no guarantees contrary to Islamic principles. While the guarantee of halal products itself is the legal certainty of a halal products proven by halal certification. Halal certification is a certificate that states the origin of a product issued by a recognized and credible institution (Apriantono et al., 2007). Issa et al. (2009) states that halal certification is one way to inform and to convince consumers that the product is produced not only halal and sharia- compliant, but also hygenic. Halal certification is needed by the consumer especially muslim to purchase the cosmetic that they use everyday. When they already believes that the product is halal and able to wear everyday it would make them purchase and re-purchase the same product. According to the findings of Atkin, Hocking, & Block (1984), the use of celebrity endorser improves the image of the brand, has a positive impact on company’s image and the message credibility increases. Celebrity endorsement is one of the most talked about topics in marketing (Bower & Landreth, 2001). Nowadays celebrity endorser as we know like selebgram, youtuber that comes to our society can impact and make the society believes their word to make a purchase. Purchase Intention is the tendency of consumers to buy something or take any action in relation with buying and is measured by the likelihood that consumers do purchasing (Assael, 2001). [ CITATION Ass01 \l 1033 ]. Measured with the statement-not buy want to buy, will buy-not will buy, will do repeat buying-will not do to buy again. Intention is a situation where a person is willing to perform the behavior and is considered as direct behavior (Ajzen, 1985). According to Palmer (2001: 184) brand is important in guiding buyers when choosing between competing services, but look similar. Furthermore, Palmer (2001: 184) asserts that the brand is always used by companies to present evidence in the form of a fixed standard and is especially important for companies that do not have the opportunity to develop relationships with customers continuously. Brand image is the way public actually perceives them. According to the findings of Atkin, Hocking, & Block (1984), the use of celebrity endorser improves the image of the brand, has a positive impact on company’s image and the message credibility increases. Therefore it is important to know that what is the most impact
to the consumer purchase intention. Is it because of the halal certification, celebrity
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- Fall '19