Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Kosmetik Halal di Indonesia

Waspada Meliala; Firdha Hidayatullah; Virgilio Cancera Meliala

doi:10.54066/jurma.v2i4.3004

Authors

Waspada Meliala Sekolah Tinggi Ekonomi Ottow & Geissler
Firdha Hidayatullah Sekolah Tinggi Ekonomi Ottow & Geissler
Virgilio Cancera Meliala Sekolah Tinggi Ekonomi Ottow & Geissler

DOI:

https://doi.org/10.54066/jurma.v2i4.3004

Keywords:

Halal cosmetics, purchasing decisions, halal certification, brand trust, religiosity

Abstract

The halal cosmetics industry in Indonesia is rapidly growing as Muslim consumers become increasingly aware of the importance of products that comply with Islamic principles. This study aims to identify the factors influencing the purchase decisions of halal cosmetic products, including price, brand image, halal certification, religiosity, and brand trust. The research employs a quantitative survey method with a Structural Equation Modeling (SEM) approach to analyze the relationships between variables. The findings indicate that brand trust and awareness of halal certification play a significant role in purchasing decisions. Additionally, religiosity influences consumer awareness of product halalness. This study provides recommendations for producers to emphasize halal aspects, transparency in information, and educational marketing to enhance consumer trust and loyalty.

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