Halal Cosmetics In The Eyes Of Millennial Muslims: Factor Analysis Of Halal Labels And Celebrity Endorsers

Abstract

This research aims to show the effect of the value of the halal label and celebrity endorser on purchasing decisions for halal cosmetic products with religiosity as a moderating variable. The method uses descriptive quantitative by analyzing the responses to questionnaires distributed to 228 respondents in Indonesia. Based on previous research, four hypotheses were built, and the collected data were processed using a path analysis tool through the Smart PLS 3.3.3 application. The results showed that the halal label variable and celebrity endorser significantly affected purchasing decisions for halal cosmetic products, with religiosity as a moderating variable. Meanwhile, the religiosity variable does not moderate the effect of the halal label and celebrity endorser on the decision to purchase halal cosmetic products. This finding confirms that religiosity has not sufficiently strengthened the influence of the halal label and celebrity endorser on the decision to purchase halal cosmetic products. In order to increase knowledge of Muslim halal in purchasing decisions for halal cosmetic products, the role of halal guarantee institutions and cosmetic manufacturers is needed in optimizing halal certification both from the content and production process. Business actors must increase awareness of the halalness of a product that can convince and encourage Muslim consumers, especially the millennial generation, to make decisions to purchase halal cosmetic products in Indonesia. This study is the first to examine the halal label and celebrity endorser on the decision to purchase halal cosmetic products with religiosity as a moderating variable and reveal its strength and weakness.

Integrating country of origin, brand image and halal product knowledge: the case of the South Korean skincare in Indonesia

“…The phenomenon of Islamic marketing and branding has attracts the attention of academics and practitioners in research for more than a decade (Ahmad, 2015;Islam, 2020;Mohamadkhani and Barezani, 2013;Saeed et al, 2014;Salinas, 2016;Wilson, 2014). Halal life style has also become a lifestyle in some countries, such as in Indonesia (Juliana et al, 2022a). Halal cosmetics is one of the interesting research objects researched to date because more and more interesting variables affect the intentions of halal cosmetic buyers (Briliana and Mursito, 2017;Briliana and Noviana, 2016;Haque et al, 2018;Khan et al, 2020;Majid et al, 2015;Putri et al, 2019).…”

“…There is still little research that integrates country of origin, brand image and product knowledge in research related to cosmetics, especially halal cosmetics. With the development of technology, it is easier for them to get information through online media so that the brand of a product is more easily recognized (Juliana et al , 2022b). This is also supported by the success of celebrity endorsers from South Korea in promoting skincare products (Abdillah and Srihartati, 2018).…”