Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Al-Sharf: Jurnal Ekonomi Islam
Salsabilla Hurul Aini
Universitas Muhammadiyah Jember
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Attitudes and Subjective Norms on the Purchase Intention of Halal-Certified Wardah Products (A Study of Muslim Female Students at Muhammadiyah University of Jember) Salsabilla Hurul Aini; Siti Khayisatuzahro Nur; Miftahul Hasanah
Al-Sharf: Jurnal Ekonomi Islam Vol 7, No 2 (2026): Publication in progress
Publisher : Yayasan Rahmat Islamiyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56114/al-sharf.v7i2.13397

Abstract

The development of the halal cosmetics industry in Indonesia shows changes in consumer behavior that increasingly consider aspects of quality, safety, and product suitability with religious values. Wardah as a pioneer of national halal cosmetics has become one of the brands widely used by Muslim consumers, especially female students. This study aims to analyze the influence of attitudes and subjective norms on the purchase intention of Wardah products among Muslim female students at the University of Muhammadiyah Jember. The study used a quantitative approach with a survey method of 322 respondents. Data collection was conducted through questionnaires and analyzed using multiple linear regression. The results showed that attitudes have a positive and significant effect on purchase intention (t = 11.511; sig. = 0.000). Subjective norms also have a positive and significant effect on purchase intention (t = 7.841; sig. = 0.000). Simultaneously, both variables have a significant effect on purchase intention (F = 149.926; sig. = 0.000) with a coefficient of determination of 0.481. The research findings show that individual evaluation of the product and social environmental support play an important role in shaping the purchase intention of halal cosmetics. This study strengthens the application of the Theory of Planned Behavior in explaining Muslim consumer behavior in the halal cosmetics industry.
Co-Authors Miftahul Hasanah Siti Khayisatuzahro Nur