DEVELOPING INSTRUMENT TO EXAMINE GOLDEN OPPORTUNITY IN HALAL COSMETIC AND PERSONAL CARE INDUSTRY

Abstract

The purpose of this article is to describe the development and validation of an instrument to measure golden opportunity that assumes from the element of chance in the theory Porter’s Diamond Model. Based on literature and sample development from cosmetic and personal care, 50 respondents were selected that consist of top management (director, managers, and executives) in companies. The data then were analyzed through exploratory factor analysis (EFA). The result from the exploratory factor analysis shown the scale that has been developed in this study yielded excellent validity and reliability estimates. The findings show the world market trends is the dominance factor that influences the golden opportunity in the halal cosmetic and personal care industry in Malaysia. This instrument is important to measure golden opportunity in halal cosmetic and personal care industry. This study developed two-factor loading to measure golden opportunity (unexpected consumer behaviour and world market trends)