THE RELATION BETWEEN BRAND PERSONALITY AND SELF CONGRUENCE OF A MUSLIM WOMAN COSMETICS (CASE STUDY OF WARDAH COSMETIC)

Abstract

 

Abstract: Indonesia as the largest Muslim majority population with a population of more than 250 million, of which 70% is Muslim. Consumer in Indonesia especially Muslim woman aware about halal products, not only in food but in cosmetics or beauty products also. While there is an abundance of cosmetic brands in the market, there used to be limited choice for Muslim woman who prefer halal cosmetics. This research aims to know the relation between brand personality and self-congruence of a young Muslim woman, case study of Wardah cosmetic in Manado. This research used qualitative method. It used to gain an understanding of underlying reasons, and opinions, it provides insights into the problem or helps to develop ideas or hypotheses.  The result of this study that the researcher knows the relation between brand personality of Wardah cosmetic and self-congruence of a Muslim woman in Manado is aligned with consumer self-congruity. And since the company improving over the time, it would be best for the company, if they still keep the natural look in their products.

Keywords: brand personality, self-congruence