Consumer Trust as a Mediation in Halal Cosmetic Purchase Decisions: A Study on Female Students in Bogor

Abstract

Background - The decision to purchase halal cosmetics by consumers is a complex phenomenon influenced by
various factors, including religious, social, and psychological aspects. Although the halal label is an important
consideration for Muslim consumers, it is not always the main determining factor in the purchasing decision.
Consumers are often influenced by other factors, such as price, product quality, and brand perception. In some
cases, consumers prioritize price and quality over the halal label, especially when more affordable or betterperforming
product alternatives are available.
Purpose - This research analyzes the influence of religiosity, halal labeling, and product quality variables on the
purchasing decisions of halal cosmetics, with consumer trust as an intervening variable
methodology - The method used is descriptive and verificative, with SEM Lisrel analysis. Data were collected
through questionnaires distributed to 368 female students from three Islamic-based universities in Bogor, using
the proportionate stratified random sampling technique
Findings - The research results show a positive and significant influence of religiosity, halal labeling, and product
quality on the decision to purchase halal cosmetics, with consumer trust acting as a mediator.
Originality - This study adopts variables similar to previous research, but there are significant differences in the
measurement of these variables. The use of different dimensions and indicators allows for deeper and more
specific findings, making the results of this study more relevant and applicable to the context being studied