Factors That Influence Intention to Purchase Halal Cosmetics
Abstract
This research examines the effects of the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), Halal Awareness, and religiosity on Muslim consumers' intention to purchase halal cosmetic products in Indonesia. A quantitative research design was employed, and data were collected from 325 respondents selected through purposive sampling. The proposed research model was analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The findings indicate that Perceived Usefulness significantly and positively influences Attitude, whereas Perceived Ease of Use does not have a significant effect on Attitude. Furthermore, Attitude, Subjective Norm, Perceived Behavioral Control, and Halal Awareness were found to positively influence consumers' Purchase Intention toward halal cosmetics. In contrast, religiosity did not significantly moderate the relationship between Halal Awareness and Purchase Intention. Overall, the results suggest that consumers' intention to purchase halal cosmetic products is primarily driven by perceived product benefits, social influence, behavioral control, and awareness of halal principles.
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