FACTORS INFLUENCING PURCHASE INTENTION TOWARD HALAL COSMETICS PRODUCT AMONG FEMALE MUSLIM IN ACEH, INDONESIA

Abstract

Purpose – The purpose of this study is to investigate the Attitude and Purchase Intention of halal cosmetics product among female Muslim at Aceh, Indonesia. The independent variables of this research are Halal Knowledge, Religious Belief, Halal Awareness and Halal Certification. Attitude becomes a mediating variable from 2 of the independent variables (Halal Knowledge and Religious Belief). The Dependent variable in this study is Purchase Intention. Design/methodology/approach – There are 30 construct instruments that are distributed to female Muslims who have bought halal cosmetics product and age 23-27 years old who live at Aceh. Using a quantitative technique, this research uses non-probability sampling. The sample collected consists of 200 valid responses. Partial least squares - structural equation modeling and bootstrapping conducted to check the validity, reliability and the hypothesis testing. Findings – The finding of this study show that there is a significant influence from Halal Knowledge towards Attitude. Whereas, there is no significant influence of Religious Belief towards Attitude and there is no significant influence from Halal Awareness towards Purchase Intention. However, there is a significant influence from Halal Certification towards Purchase Intention. Lastly, there is a significant influence of Attitude towards Purchase Intention Value – The author believes that can provide insight into Halal Cosmetics Product industry. These findings will become a useful guideline for cosmetic producers to produce and promote their halal cosmetic products considering the influence of consumer attitudes and knowledge. It is expected that this research will be beneficial for the future development of the halal cosmetics industry.