Purchasing a cosmetic for Islamic women is not only related to the looks and hopes, but it must be permissible under the Islamic rules. The study aims to determine the choice construction of Islamic women in purchasing cosmetics using direct experiments. The experiments were conducted in a controlled environment, divided into nine groups of women, with three levels of income and three levels of knowledge about cosmetics, resulting in more accurate measurements because the researcher controls the variables. The result shows that there is a difference in consumer choice construction between cognitive level and income level. Different treatment in the provision of product information tends to influence purchasing decisions with lower-income consumers compared with higher-income consumers.
Choice constructions, women, purchase, cosmetic, islamic