MODERATING EFFECT OF HALAL CERTIFICATION ON THE RELATIONSHIP OF BRAND EQUITY AND REPURCHASE INTENTION OF COSMETICS IN MALAYSIA
The role of indirect effect of Halal Certification in the cosmetics has not been previously been investigated, particularly given the unique involvement of brand equity and repurchase intention. Thus, this research was carried out to fill this knowledge gap. The study investigated the moderating effect of halal certification influencing Malaysians' repurchase intention of cosmetics. In short, the moderating of Halal Certification, on four antecedents of brand equity: Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty. The research model's formulation is based on the Theory of Reasoned Action and Brand Equity model. A total of 130 samples were collected in this survey. SmartPLS 3 was used in the research to analyse data. The findings showed only brand awareness has significant relationships with the Malaysian public's intention to repurchase cosmetics. The significant moderation of halal certification on brand loyalty has added novelty to the existing body of knowledge. This study includes some limitations in order to provide future researchers and cosmetics marketers with a better idea of how to improve their brand equity in Malaysia.