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All Journal Jurnal Riset Manajemen
Firdha Hidayatullah
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Decision Sciences, Operations Research & Management

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Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Kosmetik Halal di Indonesia Waspada Meliala; Firdha Hidayatullah; Virgilio Cancera Meliala
JURNAL RISET MANAJEMEN (JURMA) Vol 2 No 4 (2024): December : Jurnal Riset Manajemen
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v2i4.3004

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.
Co-Authors Virgilio cancera Meliala Waspada Meliala