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Abstract
Introduction
In the rapidly growing cosmetics industry, consumers are becoming increasingly conscious of the quality and halal certification of the products they use. People living in Bogor, especially those with strong religious orientations, tend to seek cosmetics that meet quality standards and align with their religious values.
Objectives
This study examines the influence of brand image, halal label, and religiosity on the purchasing attitude of local halal cosmetics in Bogor.
Method
This quantitative descriptive research employs the SEM-PLS approach, utilizing Smart PLS version 3.0 software. The sample data comprises 105 respondents.
Results
The results of the F-test showed that the significance value (sig) is 0.000 < 0.05, indicating that brand image (P-value = 0.048), halal label (0.000), and religiosity (0.000) significantly and positively influence the purchasing attitude of local halal cosmetics.
Implications
This research provided insights for local halal cosmetics companies on the importance of brand image and the halal label of their products for customers. For policymakers, it highlights the importance of halal regulation to protect customers from using non-halal cosmetics products.
Originality/Novelty
This study provides insights into the purchasing attitude of Muslims regarding cosmetics products in Indonesia.
Article Details
Copyright (c) 2024 Putri Aliza, Nashr Akbar
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References
Akbar, R. N., Endayani, F., Nafarinka, S. S., & Haryono, A. (2023). The hidden influence of halal labeling and product knowledge on customer loyalty: Unraveling religiosity’s role among cosmetic consumers in Malang. Jambura Science of Management, 5(2), 127–142. https://doi.org/10.37479/jsm.v5i2.19372
Amin, M. A., & Rachmawati, L. (2020). Pengaruh label halal, citra merek, dan online consumer review terhadap keputusan pembelian kosmetik Wardah [The influence of halal labels, brand image, and online consumer reviews on purchasing decisions for Wardah cosmetics]. Jurnal Ekonomika Dan Bisnis Islam, 3(3), 151–164. https://doi.org/10.26740/jekobi.v3n3.p151-164
Andini, M. F. (2019). The effect of halal branding dimension to purchase intention on Oriflame lipstick [Bachelor’s thesis, Universitas Lampung]. http://digilib.unila.ac.id/55477/
Arsad, P. A. (2023). Pengaruh religiusitas islam dan pengetahuan produk halal terhadap keputusan pembelian merek Wardah di Kota Medan (Studi kasus mahasiswa/i Fakultas Hukum Universitas Medan Area Tahun 2021) [The influence of Islamic religiosity and knowledge of halal products on purchasing decisions for the Wardah brand in Medan City (Case study of students at the Faculty of Law, Medan Area University, 2021)] [Bachelor’s thesis, Universitas Medan Area]. https://repositori.uma.ac.id/handle/123456789/20054
Azam, M. S. E., & Abdullah, M. A. (2020). Global halal industry: Realities and opportunities. International Journal of Islamic Business Ethics, 5(1), 47–59. https://doi.org/10.30659/ijibe.5.1.47-59
Clarita, N. M. A., Zimbalist, S. B., & Setiowati, R. (2020). Factors impacting customer attitude toward buying halal cosmetics in Jabodetabek. The Winners, 21(1), 7–13. https://doi.org/10.21512/tw.v21i1.5873
Dawam, K., Laela, S. F., Hendrasto, N., Rehman, H. M., & Hasan, M. K. (2023). Determinants of micro and small enterprise’s interest to participate in self-declare halal certification. Journal of Digital Marketing and Halal Industry, 5(1), 1–22. https://doi.org/10.21580/jdmhi.2023.5.1.15041
Fajria, R. N., Hasanah, S., Lestari, S. S., & Sam’ani. (2022). Does brand love affect brand loyalty for halal product consumers in Central Java? Journal of Islamic Economics Lariba, 8(2), 279–288. https://doi.org/10.20885/jielariba.vol8.iss2.art8
Jufrizen, J., & Sitorus, T. S. (2021). Pengaruh motivasi kerja dan kepuasan kerja terhadap kinerja dengan disiplin kerja sebagai variabel intervening [The influence of work motivation and job satisfaction on performance with work discipline as an intervening variable]. Seminar Nasional Teknologi Edukasi Sosial Dan Humaniora, 1(1), 844–859. https://doi.org/10.53695/sintesa.v1i1.419
Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248
Kurnia, T., & Wibowo, P. A. (2023). Pengaruh brand image, brand ambassador, dan halal awareness terhadap keputusan pembelian skincare berlabel halal [The influence of brand image, brand ambassadors, and halal awareness on purchasing decisions for halal-labeled skincare]. Jurnal Ekonomi Bisnis Manajemen Prima, 5(1), 66–72. https://doi.org/10.34012/jebim.v5i1.3964
Kusdiana, W., Najib, M. F., & Amalia, F. A. (2021). Pengaruh religiusitas, sikap dan Iklan islami terhadap niat beli produk kosmetik halal lokal [The influence of religiosity, attitudes and Islamic advertising on intention to purchase local halal cosmetic products]. Prosiding Industrial Research Workshop and National Seminar, 12, 978–985. https://jurnal.polban.ac.id/ojs-3.1.2/proceeding/article/view/2840
Latte, J., Narisda, N., & Muslimah. (2020). Pengaruh label halal terhadap keputusan pembelian produk kosmetik Wardah di Kalimantan [The influence of halal labels on purchasing decisions for Wardah cosmetic products in Kalimantan]. Inovatif, 2(1), 58–70. https://ojs-inovatif.web.id/index.php/ANI2018/article/view/34
Millatina, A. N., Hakimi, F., Budiantoro, R. A., & Arifandi, M. R. (2022). The impact of halal label in halal food buying decisions. Journal of Islamic Economic Laws, 5(1), 159–176. https://doi.org/10.23917/jisel.v5i1.17139
Nisa, K. Z., & Ridlwan, A. A. (2022). Peran pengetahuan halal, religiusitas, dan sikap terhadap niat beli kosmetik lokal berlabel halal [The role of halal knowledge, religiosity, and attitudes on the intention to purchase local cosmetics labeled halal]. Jurnal Ilmu Manajemen, 10(4), 1237–1249. https://doi.org/10.26740/jim.v10n4.p1237-1249
Nugroho, A. P., Atmaja, F. F., Mutaalimah, S., Andriansyah, Y., & Achiria, S. (2021). The effect of price, product quality and religiosity on purchasing behavior of halal-labeled Sariayu beauty products. 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018), 348–352. https://doi.org/10.2991/aebmr.k.210305.062
Nur’aeni, Fitriani, I., & Syamsul, E. M. (2020). Citra merek, promosi dan lokasi terhadap keputusan nasabah memilih tabungan Mabrur [Brand image, promotion and location of decisions customer chooses savings Mabrur]. Maro, 3(2), 115–121. https://doi.org/10.31949/mr.v3i2.2439
Prakasita, T. A., & Wardana, A. (2022). Safety, quality, and religion on the consumption of halal cosmetic products: Views of female Muslim university-students. Jurnal Ilmu Sosial Dan Humaniora, 11(2), 191–203. https://doi.org/10.23887/jish.v11i2.39251
Pranatawijaya, V. H., Widiatry, W., Priskila, R., & Putra, P. B. A. A. (2019). Penerapan skala Likert dan skala dikotomi pada kuesioner online [Application of Likert scales and dichotomous scales in online questionnaires]. Jurnal Sains Dan Informatika, 5(2), 128–137. https://doi.org/10.34128/jsi.v5i2.185
Pratama, A. A. N., Hamidi, M. L., & Cahyono, E. (2023). The effect of halal brand awareness on purchase intention in indonesia: The mediating role of attitude. Cogent Business & Management, 10(1), 2168510. https://doi.org/10.1080/23311975.2023.2168510
Priantina, A., & Mohd Sapian, S. (2023). Sertifikasi halal di Indonesia: Dari voluntary menjadi mandatory [Halal certification in Indonesia: From voluntary to mandatory]. Tasyri’ : Journal of Islamic Law, 2(1), 95–118. https://doi.org/10.53038/tsyr.v2i1.48
Prihatini, A., Farisi, M. S. A., & Ferdinand, N. (2023). The effect of halal label and product quality of purchase decisions halal cosmetic product MS Glow. International Journal of Sharia Business Management, 2(2), 89–95. https://doi.org/10.51805/ijsbm.v2i2.179
Reitsamer, B. F., & Brunner-Sperdin, A. (2021). It’s all about the brand: Place brand credibility, place attachment, and consumer loyalty. Journal of Brand Management, 28(3), 291–301. https://doi.org/10.1057/s41262-020-00229-z
Sa’diyah, H., & Rafikasari, E. (2022). Pengaruh labelisasi halal, citra merek dan kualitas informasi terhadap keputusan pembelian produk Scarlett whitening (Studi kasus pada mahasiswa FEBI IAIN Tulungagung) [The influence of halal labeling, brand image and information quality on purchasing decisions for Scarlett whitening products (Case study of FEBI IAIN Tulungagung students)]. Maro: Jurnal Ekonomi Syariah Dan Bisnis, 5(1), 129–136. https://doi.org/10.31949/maro.v5i1.2366
Sholiha, W., Basalamah, M. R., & Athia, I. (2022). Pengaruh label halal, brand image, kualitas produk, dan jasa endorse terhadap keputusan pembelian kosmetik Sariayu (Studi pada ibu-ibu di Desa Lesanpuro) [The influence of halal labels, brand image, product quality and endorsement services on purchasing decisions for Sariayu cosmetics (Study of mothers in Lesanpuro Village)]. E-JRM : Elektronik Jurnal Riset Manajemen, 11(4), 32–48. https://jim.unisma.ac.id/index.php/jrm/article/view/17340
Sitompul, S. (2021). Pengaruh pengetahuan label halal dan kesadaran merek terhadap keputusan pembelian kosmetik melalui rekomendasi kelompok sebagai variabel moderating [The influence of halal label knowledge and brand awareness on cosmetic purchasing decisions through group recommendations as moderating variables]. Shar-E : Jurnal Kajian Ekonomi Hukum Syariah, 7(1), 50–64. https://doi.org/10.37567/shar-e.v7i1.402
Suriono, A. (2022). Pengaruh citra merek dan sikap religiusitas konsumen terhadap niat beli pada produk kosmetik halal (Studi kasus pada konsumen kosmetik make over) [The influence of brand image and consumer religiosity on purchase intentions for halal cosmetic products (Case study of make over cosmetic consumers)] [Bachelor’s thesis, Universitas Islam Indonesia]. https://dspace.uii.ac.id/handle/123456789/41351
Sutriani, R., Mutia, A., & Sudharyati, N. (2024). Pengaruh label halal, kesadaran halal dan citra merek terhadap keputusan pembelian produk kosmetik wardah pada wanita muslimah Generasi Z di Kota Jambi [The influence of halal labels, halal awareness and brand image on purchasing decisions for Wardah cosmetic products among Generation Z Muslim women in Jambi City]. Maslahah : Jurnal Manajemen Dan Ekonomi Syariah, 2(2), 145–160. https://doi.org/10.59059/maslahah.v2i2.1049
Uliya, Z., Zulhadi, T., & Mahyarni, M. (2023). Pengaruh label halal, citra merek, dan harga terhadap keputusan pembelian produk kosmetik Wardah: (Studi pada konsumen di Kota Bengkalis) [The influence of halal labels, brand image, and price on purchasing decisions for Wardah cosmetic products: (Study of consumers in Bengkalis City)]. Money: Journal of Financial and Islamic Banking, 1(2), 106–114. https://doi.org/10.31004/money.v1i2.15287
Utami, N. N., & Genoveva, G. (2020). The influence of brand image, halal label, and halal awareness on customers purchasing decision of halal cosmetic. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 355–365. https://doi.org/10.24912/jmieb.v4i2.8381
References
Akbar, R. N., Endayani, F., Nafarinka, S. S., & Haryono, A. (2023). The hidden influence of halal labeling and product knowledge on customer loyalty: Unraveling religiosity’s role among cosmetic consumers in Malang. Jambura Science of Management, 5(2), 127–142. https://doi.org/10.37479/jsm.v5i2.19372
Amin, M. A., & Rachmawati, L. (2020). Pengaruh label halal, citra merek, dan online consumer review terhadap keputusan pembelian kosmetik Wardah [The influence of halal labels, brand image, and online consumer reviews on purchasing decisions for Wardah cosmetics]. Jurnal Ekonomika Dan Bisnis Islam, 3(3), 151–164. https://doi.org/10.26740/jekobi.v3n3.p151-164
Andini, M. F. (2019). The effect of halal branding dimension to purchase intention on Oriflame lipstick [Bachelor’s thesis, Universitas Lampung]. http://digilib.unila.ac.id/55477/
Arsad, P. A. (2023). Pengaruh religiusitas islam dan pengetahuan produk halal terhadap keputusan pembelian merek Wardah di Kota Medan (Studi kasus mahasiswa/i Fakultas Hukum Universitas Medan Area Tahun 2021) [The influence of Islamic religiosity and knowledge of halal products on purchasing decisions for the Wardah brand in Medan City (Case study of students at the Faculty of Law, Medan Area University, 2021)] [Bachelor’s thesis, Universitas Medan Area]. https://repositori.uma.ac.id/handle/123456789/20054
Azam, M. S. E., & Abdullah, M. A. (2020). Global halal industry: Realities and opportunities. International Journal of Islamic Business Ethics, 5(1), 47–59. https://doi.org/10.30659/ijibe.5.1.47-59
Clarita, N. M. A., Zimbalist, S. B., & Setiowati, R. (2020). Factors impacting customer attitude toward buying halal cosmetics in Jabodetabek. The Winners, 21(1), 7–13. https://doi.org/10.21512/tw.v21i1.5873
Dawam, K., Laela, S. F., Hendrasto, N., Rehman, H. M., & Hasan, M. K. (2023). Determinants of micro and small enterprise’s interest to participate in self-declare halal certification. Journal of Digital Marketing and Halal Industry, 5(1), 1–22. https://doi.org/10.21580/jdmhi.2023.5.1.15041
Fajria, R. N., Hasanah, S., Lestari, S. S., & Sam’ani. (2022). Does brand love affect brand loyalty for halal product consumers in Central Java? Journal of Islamic Economics Lariba, 8(2), 279–288. https://doi.org/10.20885/jielariba.vol8.iss2.art8
Jufrizen, J., & Sitorus, T. S. (2021). Pengaruh motivasi kerja dan kepuasan kerja terhadap kinerja dengan disiplin kerja sebagai variabel intervening [The influence of work motivation and job satisfaction on performance with work discipline as an intervening variable]. Seminar Nasional Teknologi Edukasi Sosial Dan Humaniora, 1(1), 844–859. https://doi.org/10.53695/sintesa.v1i1.419
Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248
Kurnia, T., & Wibowo, P. A. (2023). Pengaruh brand image, brand ambassador, dan halal awareness terhadap keputusan pembelian skincare berlabel halal [The influence of brand image, brand ambassadors, and halal awareness on purchasing decisions for halal-labeled skincare]. Jurnal Ekonomi Bisnis Manajemen Prima, 5(1), 66–72. https://doi.org/10.34012/jebim.v5i1.3964
Kusdiana, W., Najib, M. F., & Amalia, F. A. (2021). Pengaruh religiusitas, sikap dan Iklan islami terhadap niat beli produk kosmetik halal lokal [The influence of religiosity, attitudes and Islamic advertising on intention to purchase local halal cosmetic products]. Prosiding Industrial Research Workshop and National Seminar, 12, 978–985. https://jurnal.polban.ac.id/ojs-3.1.2/proceeding/article/view/2840
Latte, J., Narisda, N., & Muslimah. (2020). Pengaruh label halal terhadap keputusan pembelian produk kosmetik Wardah di Kalimantan [The influence of halal labels on purchasing decisions for Wardah cosmetic products in Kalimantan]. Inovatif, 2(1), 58–70. https://ojs-inovatif.web.id/index.php/ANI2018/article/view/34
Millatina, A. N., Hakimi, F., Budiantoro, R. A., & Arifandi, M. R. (2022). The impact of halal label in halal food buying decisions. Journal of Islamic Economic Laws, 5(1), 159–176. https://doi.org/10.23917/jisel.v5i1.17139
Nisa, K. Z., & Ridlwan, A. A. (2022). Peran pengetahuan halal, religiusitas, dan sikap terhadap niat beli kosmetik lokal berlabel halal [The role of halal knowledge, religiosity, and attitudes on the intention to purchase local cosmetics labeled halal]. Jurnal Ilmu Manajemen, 10(4), 1237–1249. https://doi.org/10.26740/jim.v10n4.p1237-1249
Nugroho, A. P., Atmaja, F. F., Mutaalimah, S., Andriansyah, Y., & Achiria, S. (2021). The effect of price, product quality and religiosity on purchasing behavior of halal-labeled Sariayu beauty products. 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018), 348–352. https://doi.org/10.2991/aebmr.k.210305.062
Nur’aeni, Fitriani, I., & Syamsul, E. M. (2020). Citra merek, promosi dan lokasi terhadap keputusan nasabah memilih tabungan Mabrur [Brand image, promotion and location of decisions customer chooses savings Mabrur]. Maro, 3(2), 115–121. https://doi.org/10.31949/mr.v3i2.2439
Prakasita, T. A., & Wardana, A. (2022). Safety, quality, and religion on the consumption of halal cosmetic products: Views of female Muslim university-students. Jurnal Ilmu Sosial Dan Humaniora, 11(2), 191–203. https://doi.org/10.23887/jish.v11i2.39251
Pranatawijaya, V. H., Widiatry, W., Priskila, R., & Putra, P. B. A. A. (2019). Penerapan skala Likert dan skala dikotomi pada kuesioner online [Application of Likert scales and dichotomous scales in online questionnaires]. Jurnal Sains Dan Informatika, 5(2), 128–137. https://doi.org/10.34128/jsi.v5i2.185
Pratama, A. A. N., Hamidi, M. L., & Cahyono, E. (2023). The effect of halal brand awareness on purchase intention in indonesia: The mediating role of attitude. Cogent Business & Management, 10(1), 2168510. https://doi.org/10.1080/23311975.2023.2168510
Priantina, A., & Mohd Sapian, S. (2023). Sertifikasi halal di Indonesia: Dari voluntary menjadi mandatory [Halal certification in Indonesia: From voluntary to mandatory]. Tasyri’ : Journal of Islamic Law, 2(1), 95–118. https://doi.org/10.53038/tsyr.v2i1.48
Prihatini, A., Farisi, M. S. A., & Ferdinand, N. (2023). The effect of halal label and product quality of purchase decisions halal cosmetic product MS Glow. International Journal of Sharia Business Management, 2(2), 89–95. https://doi.org/10.51805/ijsbm.v2i2.179
Reitsamer, B. F., & Brunner-Sperdin, A. (2021). It’s all about the brand: Place brand credibility, place attachment, and consumer loyalty. Journal of Brand Management, 28(3), 291–301. https://doi.org/10.1057/s41262-020-00229-z
Sa’diyah, H., & Rafikasari, E. (2022). Pengaruh labelisasi halal, citra merek dan kualitas informasi terhadap keputusan pembelian produk Scarlett whitening (Studi kasus pada mahasiswa FEBI IAIN Tulungagung) [The influence of halal labeling, brand image and information quality on purchasing decisions for Scarlett whitening products (Case study of FEBI IAIN Tulungagung students)]. Maro: Jurnal Ekonomi Syariah Dan Bisnis, 5(1), 129–136. https://doi.org/10.31949/maro.v5i1.2366
Sholiha, W., Basalamah, M. R., & Athia, I. (2022). Pengaruh label halal, brand image, kualitas produk, dan jasa endorse terhadap keputusan pembelian kosmetik Sariayu (Studi pada ibu-ibu di Desa Lesanpuro) [The influence of halal labels, brand image, product quality and endorsement services on purchasing decisions for Sariayu cosmetics (Study of mothers in Lesanpuro Village)]. E-JRM : Elektronik Jurnal Riset Manajemen, 11(4), 32–48. https://jim.unisma.ac.id/index.php/jrm/article/view/17340
Sitompul, S. (2021). Pengaruh pengetahuan label halal dan kesadaran merek terhadap keputusan pembelian kosmetik melalui rekomendasi kelompok sebagai variabel moderating [The influence of halal label knowledge and brand awareness on cosmetic purchasing decisions through group recommendations as moderating variables]. Shar-E : Jurnal Kajian Ekonomi Hukum Syariah, 7(1), 50–64. https://doi.org/10.37567/shar-e.v7i1.402
Suriono, A. (2022). Pengaruh citra merek dan sikap religiusitas konsumen terhadap niat beli pada produk kosmetik halal (Studi kasus pada konsumen kosmetik make over) [The influence of brand image and consumer religiosity on purchase intentions for halal cosmetic products (Case study of make over cosmetic consumers)] [Bachelor’s thesis, Universitas Islam Indonesia]. https://dspace.uii.ac.id/handle/123456789/41351
Sutriani, R., Mutia, A., & Sudharyati, N. (2024). Pengaruh label halal, kesadaran halal dan citra merek terhadap keputusan pembelian produk kosmetik wardah pada wanita muslimah Generasi Z di Kota Jambi [The influence of halal labels, halal awareness and brand image on purchasing decisions for Wardah cosmetic products among Generation Z Muslim women in Jambi City]. Maslahah : Jurnal Manajemen Dan Ekonomi Syariah, 2(2), 145–160. https://doi.org/10.59059/maslahah.v2i2.1049
Uliya, Z., Zulhadi, T., & Mahyarni, M. (2023). Pengaruh label halal, citra merek, dan harga terhadap keputusan pembelian produk kosmetik Wardah: (Studi pada konsumen di Kota Bengkalis) [The influence of halal labels, brand image, and price on purchasing decisions for Wardah cosmetic products: (Study of consumers in Bengkalis City)]. Money: Journal of Financial and Islamic Banking, 1(2), 106–114. https://doi.org/10.31004/money.v1i2.15287
Utami, N. N., & Genoveva, G. (2020). The influence of brand image, halal label, and halal awareness on customers purchasing decision of halal cosmetic. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 355–365. https://doi.org/10.24912/jmieb.v4i2.8381