Proceedings of International Conference on Modern Approach in Humanities and Social Sciences
Prediction of Halal Cosmetics Purchasing By Combining Theory of Planned Behavior and Religiosity
Huda Luthfiyah, and Safira Salwa
The cosmetic market in Indonesia continued to increase by 9.67 percent from 2010 to 2015 is expected to continue to increase by 8.5 percent until 2021; however, the number of cosmetic products guaranteed to be halal is only 0.59 percent of the number of cosmetics registered at BPOM (the National Agency of Drug and Food Control). However, Muslims are required to consume halal cosmetics but only 6.9 percent women in Indonesia pay attention to the halal quality of products when they buy cosmetics. The research objective was to analyze the purchasing behavior of halal cosmetics in Bumi Serpong Damai (BSD) City by using The Theory of Planned Behavior and combining it with Stark and Glock religiosity theory. The study was conducted from January to November 2018, with 200 respondents. The methods of the analyses of the data were the partial least square-structural equation model (PLS-SEM) and descriptive analysis. Factors that influence people’s behavior on buying halal cosmetics include intention, perceived behavior control, religiosity, subjective norms, and attitude. The dominating factor that indirectly affects cosmetics purchasing behavior is perceived behavior control because people tend to have more resource to purchase halal cosmetics. The mentioned resource means the financial ability that meets the requirement to purchase halal cosmetics in their given price.
Keywords: halal cosmetic, partial least square-structural equation model, purchase behavior control, religiosity, theory of planned behavior.