<![CDATA[Purpose – This study examines the effects of halal labeling and religiosity on purchasing decisions among male consumers of Kahf skincare and grooming products in Kolaka Regency, Indonesia. The study addresses the need to better understand how product-related halal information and consumers’ internal religious values shape purchasing behavior in the growing halal personal care market. Design/method/approach – A quantitative research design was employed using a structured questionnaire administered to 130 male consumers who had purchased or used Kahf products in Kolaka Regency. Respondents were selected using purposive sampling. The measurement model and structural model were assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. Hypotheses were evaluated based on path coefficients, t-statistics, and p-values. Findings – The results demonstrate that halal labeling has a positive and significant effect on purchasing decisions (β = 0.321, t = 3.444, p = 0.001), supporting H1. Religiosity also has a positive and significant effect on purchasing decisions (β = 0.545, t = 6.185, p < 0.001), supporting H2. The structural model produces an R² value of 0.659, indicating that halal labeling and religiosity jointly account for 65.9% of the variance in purchasing decisions. Religiosity exhibits a stronger estimated relationship with purchasing decisions than halal labeling. Implications – The findings suggest that marketers of halal personal care products should maintain credible halal certification and communicate halal status clearly across packaging and promotional channels. Marketing strategies that resonate with consumers’ religious values may further strengthen consumer confidence and purchasing intentions. Novelty/Originality – This study contributes to the halal consumer behavior literature by focusing specifically on male Muslim consumers of halal grooming products in a regional Indonesian context, an area that remains relatively underexplored. It demonstrates the complementary roles of an external product cue, namely halal labeling, and an internal consumer characteristic, namely religiosity, in explaining purchasing decisions.]]>
