Intention to Buy Halal Cosmetic Products by Young Adult Muslim

Sri Setyo Iriani

Abstract


This study aims to determine and analyse the influence of personal attitudes, subjective norms, and perceptions of controlling behaviour of working adults on purchase intention of halal cosmetic products and factors that have the most significant influence on purchase intention. The research approach is quantitative, the population in this study is infinite number of Indonesian adult Muslim women, using convenience sampling as sampling technique with 200 respondents. Data collection technique by distributing online questionnaires via google form. Findings on this study are expected to provide insight into intention to buy halal cosmetic products among Indonesian adult Muslim women. This study explores awareness about halal cosmetic products in addition to contributing to literature. This research has the implication that cosmetic manufacturers need to apply a halal label to their cosmetics to enter the market of young Muslim women. This study has several limitations, including dissemination of online questionnaires has not been able to capture respondents optimally and have not been able to do in-depth interviews to explore why the variable has an effect or not


Keywords


Halal cosmetic; Personal attitude; Norm Subjective; Perceived Behavior Control

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DOI: https://doi.org/10.18196/mb.v15i1.20207

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