The Influence of Product Knowledge, Motivation, Halal Awareness, and Islamic Branding on the Purchase Intention of Wardah Hijab Shampoo Among Women in Surabaya
DOI:
https://doi.org/10.24252/iqtisaduna.v12i1.65176Keywords:
Product Knowledge, Motivasi, Halal Awareness, Islamic BrandingAbstract
This study aims to analyze the effect of Product Knowledge, Motivation, Halal Awareness, and Islamic Branding on the purchasing interest of Wardah hijab shampo products among women in Surabaya. The method used is quantitative with primary data obtained from an online questionnaire. Sampling was conducted using purposive sampling with a total of 214 respondents. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that Product knowledge, Motivation and Islamic Branding had a significant effect on purchase interest, while Halal Awareness did not affect the purchase interest of Wardah hijab shampo products among women in Surabaya.Downloads
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