Open Access. Powered by Scholars. Published by Universities.®
Management Information Systems Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Management Information Systems
Visual Packaging And Perceived Emotional Value: A Study On Islamic Branded Cosmetics, Desny Sekartanti Putri Prabowo, Hendy Mustiko Aji
Visual Packaging And Perceived Emotional Value: A Study On Islamic Branded Cosmetics, Desny Sekartanti Putri Prabowo, Hendy Mustiko Aji
The South East Asian Journal of Management
Research Aims: This study aims to examine the effect of visual packaging and perceived emotional value on purchase intention of Islamic-branded cosmetics. Design/Methodology/Approach: The data were collected from an online survey of selected respondents. By using the purposive sampling technique, the respondents were limited to those who knew of or have used Islamic-branded cosmetics. The data were analysed using the PLS-SEM method. Research Findings: Altogether, this study's sample comprised 257 respondents and found that visual packaging of Islamic-branded cosmetics positively affects perceived emotional value and attitude. However, the results also indicate that visual packaging exerts no significant effect on purchase …