MILLENNIALS’ PURCHASE INTENTION OF ‘HALAL’ COSMETICS AND PHARMACEUTICAL PRODUCTS: THE MEDIATING EFFECT OF ATTITUDE

Abstract

Due to the rapid development and ongoing discourses regarding Halal certification, the topic of Halal-based products had been the subject of constant interest by scholars. However, the majority of Halal-related studies that had been done in the past only focused on food products. Consequently, Halal cosmetics and pharmaceuticals topic had so far been under-researched. By focusing on this issue, the researcher carried out a study to find out the Millennials’ purchase intention of Halal cosmetics and pharmaceutical products by considering the role of attitude as a mediating variable. The researcher used non-probability and purposive sampling, that completely filled by 403 valid respondents who are Muslims, Millennials and lived in Jabodetabek area. Quantitative descriptive analysis is done by using SmartPLS 3.2.8. Unlike the results found in a host of researches on Halal products, the findings from this research showed that Religiosity and Subjective Norm did not have a significant direct relationship with Purchase Intention, while Halal Knowledge, Halal Certification, and Attitude were found to be significantly related with Purchase Intention. Hence, the findings of these direct and indirect effects in the study also show that attitude has a full mediation effect on Religiosity and Subjective Norm, but a partial mediation effect on Halal Knowledge and Halal Certification toward Purchase Intention of Halal cosmetics and pharmaceuticals products.