Halal Cosmetics Purchase Intention through Brand Awareness, Sharia Compliance, Social Influence, and Consumer Attitude
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Authors
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Dian Nur Mastuti
Department of Management, Economics and Business, Universitas Dharma AUB Surakarta, Indonesia 57135
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Andri Octaviani
Department of Accounting, Economics and Business, Universitas Dharma AUB Surakarta, Indonesia 57135
Keywords:
Halal cosmetics, Brand awareness, Sharia compliance, Social influence, Purchase intentionAbstract
Purpose - This study examines the influence of Halal Brand Awareness, Sharia Compliance Perception, and Social Influence on Purchase Intention, with Attitude positioned as a mediating variable in the halal cosmetics industry.
Design/methodology/approach - This study employed a quantitative explanatory design. Data were collected from 400 halal cosmetics consumers in Indonesia, covering Jabodetabek, Surabaya, Bandung, Medan, and Makassar. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS.
Findings - The results show that Halal Brand Awareness, Sharia Compliance Perception, and Social Influence have positive and significant effects on Attitude and Purchase Intention. Attitude also has a positive and significant effect on Purchase Intention. The mediation analysis confirms that Attitude partially mediates the relationships between Halal Brand Awareness, Sharia Compliance Perception, Social Influence, and Purchase Intention. Sharia Compliance Perception demonstrates the strongest total effect on Purchase Intention.
Research limitations/implications - This study was conducted using cross-sectional data from halal cosmetics consumers in five major Indonesian urban areas. Future research should involve broader regional coverage, longitudinal designs, and comparative analysis across Muslim and non-Muslim consumer markets to improve generalisability and causal interpretation.
Practical implications - The findings suggest that halal cosmetics firms should strengthen halal brand communication, certification transparency, sharia-compliant production assurance, ingredient traceability, and socially relevant marketing strategies to enhance consumer attitude and purchase intention.
Originality/value - This study contributes to halal marketing and consumer behavior literature by integrating Halal Brand Awareness, Sharia Compliance Perception, Social Influence, and Attitude into a unified purchase intention framework grounded in the Theory of Planned Behavior.
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