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The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials

Indonesian Journal of Halal Research · Vol. 6 No. 2 (2024) · pp. 110–119

DOI
10.15575/ijhar.v6i2.37077
ISSN
2657-0165, 2656-3754
Published
2024-08-31
Publisher
UIN Sunan Gunung Djati Bandung
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

The cosmetics industry consistently requires up-to-date research to develop effective marketing strategies that attract consumers and build their trust. This research aims to analyze how Millennials perceive halal labels and brand image in relation to their purchasing decisions for cosmetics. The study utilized an associative research method with a quantitative approach, employing purposive sampling and a questionnaire as its instrument. Data was processed using structural equation modeling-partial least squares (SEM-PLS) analysis. The findings indicate a strong positive correlation between the perception of halal labels and Millennials' purchasing decisions for cosmetics, as halal certification is a crucial factor for this demographic. Additionally, the study found that a positive brand image also significantly influences purchasing decisions, as consumers prefer products that are recognized for their quality, safety, and popularity. The practical implications for the cosmetics industry are evident: understanding the factors that drive purchasing decisions can help companies make the best strategic choices. It is recommended that companies consistently maintain halal certification on their products and focus on building a strong brand image, as both factors play a critical role in influencing consumer decisions.

Keywords

Collaboration network of the authors

29 authors · 90 co-authorship links · 43 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Islam Negeri Maulana Malik Ibrahim
  • Mulawarman University
  • State University of Makassar
  • STIE Enam Enam Kendari
  • National University of Malaysia
  • Mahidol University
  • University of Groningen
  • Other organisations
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Ary NorsaputraMahidol University2
SafrudiannurAffiliation unknown1
Ince Raudhiah ZahraMulawarman University1
Muhammad Nur MannanMulawarman University1
Putri Dwi SundariUniversity of Groningen1
Shelly EfwindaMulawarman University1
Puardmi DamayantiMulawarman University1
M. SyamAffiliation unknown1
Octaviani MutmainahMulawarman University1
Asraf YunusSTIE Enam Enam Kendari1
Muhammad Nuzul QadriSTIE Enam Enam Kendari1
Maximus M. TaekUniversitas Katolik Widya Mandala Surabaya1
Novia MaulinaUniversitas Islam Negeri Maulana Malik Ibrahim1
Sari Dewi SetyowatiUniversitas Islam Negeri Maulana Malik Ibrahim1
Salma Rizqika IrwanadiUniversitas Islam Negeri Maulana Malik Ibrahim1
Riza Ambar SariUniversitas Islam Negeri Maulana Malik Ibrahim1
Ziyana WalidahUniversitas Islam Negeri Maulana Malik Ibrahim1
Burhan Ma’arifState University of Malang1
Nur HalisaPoliteknik Pertanian Negeri Pangkajene Kepulauan1
Latri ArasState University of Makassar1
Nurhikmah H NurhikmahState University of Makassar1
Farida FebriatiState University of Makassar1
Lutfi LutfiState University of Makassar1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/ijhar/oai, first harvested 7 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">The Influence of Perception of Halal Labels and Brand Image on Cosmetic Purchasing Decisions Among Millennials</dc:title>
	<dc:creator>Hakim, Abdul</dc:creator>
	<dc:creator>Sugihantoro, Hajar</dc:creator>
	<dc:creator>Maulina, Novia</dc:creator>
	<dc:creator>Nasichuddin, Achmad</dc:creator>
	<dc:creator>Setiawan, Abdul Malik</dc:creator>
	<dc:creator>Nicotiana, Diah Ayu</dc:creator>
	<dc:subject xml:lang="en-US">brand image</dc:subject>
	<dc:subject xml:lang="en-US">cosmetics</dc:subject>
	<dc:subject xml:lang="en-US">halal labels</dc:subject>
	<dc:subject xml:lang="en-US">purchasing decisions</dc:subject>
	<dc:subject xml:lang="en-US">SEM-PLS</dc:subject>
	<dc:description xml:lang="en-US">The cosmetics industry consistently requires up-to-date research to develop effective marketing strategies that attract consumers and build their trust. This research aims to analyze how Millennials perceive halal labels and brand image in relation to their purchasing decisions for cosmetics. The study utilized an associative research method with a quantitative approach, employing purposive sampling and a questionnaire as its instrument. Data was processed using structural equation modeling-partial least squares (SEM-PLS) analysis. The findings indicate a strong positive correlation between the perception of halal labels and Millennials' purchasing decisions for cosmetics, as halal certification is a crucial factor for this demographic. Additionally, the study found that a positive brand image also significantly influences purchasing decisions, as consumers prefer products that are recognized for their quality, safety, and popularity. The practical implications for the cosmetics industry are evident: understanding the factors that drive purchasing decisions can help companies make the best strategic choices. It is recommended that companies consistently maintain halal certification on their products and focus on building a strong brand image, as both factors play a critical role in influencing consumer decisions.</dc:description>
	<dc:publisher xml:lang="en-US">UIN Sunan Gunung Djati Bandung</dc:publisher>
	<dc:date>2024-08-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/ijhar/article/view/37077</dc:identifier>
	<dc:identifier>10.15575/ijhar.v6i2.37077</dc:identifier>
	<dc:source xml:lang="en-US">Indonesian Journal of Halal Research; Vol. 6 No. 2 (2024): August; 110-119</dc:source>
	<dc:source>2657-0165</dc:source>
	<dc:source>2656-3754</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/ijhar/article/view/37077/11912</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Author</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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