Marshanda Aulia Putri Ritonga, . (2026) DETERMINASI PENGARUH CITRA MEREK SKINCARE PRODUK PELEMBAB WAJAH GLAD2GLOW PADA KONSUMEN MUSLIM DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The halal cosmetics industry in Indonesia is growing in tandem with increasing awareness among Muslim consumers of products that comply with Islamic sharia law and are environmentally friendly. However, in an increasingly competitive market, building brand image has become a significant challenge for skincare companies. This study aims to analyze the influence of halal literacy, halal labeling, and green advertising on the brand image of Glad2Glow facial moisturizers among Muslim consumers in the Greater Jakarta area. This study employed a quantitative approach involving 140 respondents and was analyzed using Partial Least Squares (PLS). The results indicate that halal labeling and green advertising have a positive and significant effect on brand image, whereas halal literacy does not have a significant effect even though it is relatively high because the Glad2Glow brand has not yet optimally highlighted its halal aspects, so this knowledge is not yet reflected in consumer perceptions. These findings imply the need to enhance the visibility of halal labels and the intensity of green advertising as key strategies for brand image building, as well as to reorient communication regarding product halal status to align with consumers’ high level of halal literacy. Thus, clear halal signals and green advertising have a greater influence on the brand image of halal skincare products than consumers’ knowledge of halal. This study is limited to respondents’ answers and the Jabodetabek region.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210116003] [Pembimbing: Prima Dwi Priyatno] [Penguji 1: Sasmita Nurvinda Laili] [Ketua Penguji: Faizi] |
| Uncontrolled Keywords: | Brand Image, Green Advertising, Halal Label, Halal Literacy, Skincare |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | MARSHANDA AULIA PUTRI RITONGA |
| Date Deposited: | 01 Sep 2026 07:58 |
| Last Modified: | 01 Sep 2026 07:58 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51648 |
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