Key Factors for Buying Intention towards the Existence of Halal Cosmetics: Study on Wardah Cosmetic

Rhaudia Rizkita Maghfira | Indira Rachmawati ^[5]

Abstract: The implementation of the Indonesian government regulation on halal product assurance in 2017 has further increased demand for halal cosmetics. A preliminary questionnaire was distributed to find out early problem that's assumed will be crucial to the existence of individual buying intention towards halal cosmetics. Based on the data gathered from the preliminary questionnaire, it can be concluded that people are not aware of the substance that are considered as Halal. The lack of knowledge in halal cosmetic substance are believed to impact the existence of consumer's buying intention towards halal cosmetic itself. This research used data from 275 samples of respondents, the samples were collected by giving online questionnaires. Structural Equation Modelin (SEM) is used as analyzing tool to test the hypotheses and using Smart PLS 3.0 as the statistic software to conduct the calculations. This research has found that the most significant factor from this model that influences the consumers buying intention towards halal cosmetic is Attitude. This means that the higher attitude of persisting on buying Halal cosmetics, the better it is for Wardah. For further research because the model is able to moderately predict the consumer buying intention on halal cosmetic, by using the complete model of TRA and predict if intention will affect future behavior towards halal cosmetics.

Keywords: Cosmetics, toiletry, Halal market, Islamic retail, Wardah

Edition: Volume 10 Issue 1, January 2021,

Pages: 170 - 174