Indonesian Female Muslim Attitude Towards Halal Cosmetics: Knowledge and Religiosity

Abstract

This study examines the effect of knowledge and religiosity on consumer attitudes towards halal cosmetics among Indonesian Muslim female consumers. The majority of respondents in this study were Muslim female students with a total of 180 respondents using the purposive sampling technique. To evaluate the causal model in this study, multiple linear regression analysis was used. This study found that knowledge and religiosity were significant and positive on Indonesian female Muslim consumers’ attitude towards halal cosmetics. The contribution of this research provides the findings that cosmetic marketers and producers need to emphasize the religiosity factor in developing and marketing halal cosmetic products among Indonesian female Muslim consumers.