<![CDATA[This research aims to see the lack of awareness of producers about the importance of halal certification, the certification process is considered complicated, there are still misperceptions regarding halal certificates. The research object uses a survey method with an instrument in the form of a questionnaire and a quantitative method using a purposive sampling method. In this study, SPSS version 22 and Structural Equation Model (SEM) were used. This research concluded that we must maintain brand attitude by improving the quality of cosmetics in terms of formula and halal certification. Companies must be able to attract consumer attention and strengthen their brand image through marketing strategies that involve attractive advertising campaigns. Ensuring high quality products through the use of the best raw materials and strict quality control, as well as utilizing positive consumer reviews. The results of this research show that word of mouth has a positive and significant influence on attitudes, customer satisfaction has a positive and significant influence on attitudes, attitudes have a positive and significant influence on consumer preferences, consumer preferences have a positive and significant influence on purchase intentions, attitudes have an influence positive and significant on purchase intention]]>
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