A Moderating Effects of Islamic Advertising in the Relationship of Islamic Branding and Purchase Intention: The Case of Wardah Sunscreen Serum

With a population of over 231 million, the majority of whom are Muslims, Indonesia's consumer base tends to prioritize specific values when selecting products and services. Muslim consumers in Indonesia generally favour halal-certified products that align with Sharia principles. This preference presents significant opportunities for manufacturers aiming to access and expand within this market. One effective approach to utilizing this market potential is through Islamic Branding and Islamic Advertising. Therefore, based on this issue, this study aims to examine the effect of Islamic Branding on Purchase Intention, with Islamic Advertising as a moderating variable. This study utilizes a quantitative research method with a descriptive approach, focusing on women in Bandung City. A purposive sampling technique was applied to select 169 respondents, and data analysis was conducted using simple linear regression along with Moderated Regression Analysis (MRA). The results showed that Wardah UV Shield Airy Smooth Sunscreen Serum SPF 50 PA++++ products have good Islamic Branding (average score of 86.37%), high Purchase Intention (average score of 84.02%), and excellent Islamic Advertising (average score of 84.32%). In addition, the results show that Islamic Branding has a positive and significant effect on Purchase Intention, and Islamic Advertising strengthens the relationship between Islamic Branding and Purchase Intention.