Ach. Yasin, Imamuddin, R. Ramdani, Nurwinsyah Rohmaningtyas, Irfam Ramis, Moch. Khoirul Anwar
Indonesia, with the largest Muslim population globally (86.88%), is a key player in the growing halal industry. Law No. 33 of 2014 mandates halal certification for all products in Indonesia. The millennial generation, which is increasingly focused on lifestyle, faces the dilemma of choosing products that meet both their lifestyle and religious standards. This study examines the factors influencing millennials' intention to buy halal cosmetic products, based on the Theory of Planned Behavior (TPB), with halal awareness as a moderating factor. A quantitative approach was used, focusing on the millennial generation (millennials) who use cosmetics. An online survey was distributed to gather data on their perceptions of halal cosmetics. The questionnaire was designed based on prior research and relevant theories. A total of 565 responses were collected from across Indonesia and analyzed using Structural Equation Modeling (SEM). The analysis consisted of two stages: (1) measurement model evaluation (validity and reliability), and (2) structural model assessment. The key factors influencing the intention to buy halal cosmetics include religious commitment, trust, product quality, and normative beliefs. Religious commitment positively affects attitudes toward halal cosmetics. Trust, product quality, and normative beliefs contribute to favorable consumer attitudes. While subjective norms have no direct impact, attitude and behavioral control significantly affect purchase intention. Halal awareness and literacy also influence purchase intention, but to a lesser degree. Finally, purchase intention and repurchase intention positively affect customer loyalty. The study highlights the importance of religious commitment, trust, and product quality in shaping millennials' purchase intentions. Regulators should focus on improving halal awareness, normative beliefs, and subjective norms to boost consumer protection and loyalty in the halal cosmetics market. Meanwhile, marketers should focus on enhancing halal awareness and product quality to strengthen consumer purchase intentions and loyalty in the halal cosmetics market. © 2026, IPMEDIA SDN BHD. All rights reserved.
Department of Islamic Economics, Universitas Negeri Surabaya, East Java, Surabaya, 60231, Indonesia; Academy of Islamic Studies, Universiti Malaya, Kuala Lumpur, 50603, Malaysia
