FACTORS INFLUENCING PURCHASE INTENTION OF HALAL COSMETIC PRODUCTS AMONG MUSLIM WOMEN IN MALAYSIA

FACTORS INFLUENCING PURCHASE INTENTION OF HALAL COSMETIC PRODUCTS AMONG MUSLIM WOMEN IN MALAYSIA.

BACKGROUND OF STUDY. According to ( Jallad , 2008), Halal is widely used by Muslims that refers to any permissible and lawful under Islam. In any ways, according to Ali & Parveen (2019), it is mentioned in the Quran and Hadith clearly about Halal and Haram in not only food but also products, finance, investment, pharmaceutical, cosmetics, toiletries and services..

Muslim women in Malaysia believe Halal cosmetic products not only safe to use but also following Shariah guidelines as ordered in Islam. Increasing of awareness in Halal cosmetic products making founders or manufacturers of cosmetic products to keep up with demands and making sure to supply Halal cosmetic products to Muslim women in Malaysia (Binti et al., 2020).

PROBLEM STATEMENT. According to ( Jallad , 2008), Halal is widely used by Muslims that refers to any permissible and lawful under Islam. In any ways, according to Ali & Parveen (2019), it is mentioned in the Quran and Hadith clearly about Halal and Haram in not only food but also products, finance, investment, pharmaceutical, cosmetics, toiletries and services..

RESEARCH OBJECTIVE. 1. To identify the importance of Halal cosmetic products to Muslim women 2. To identify factors influencing Muslim women in purchasing Halal cosmetic products. 3. To determine consumer perception towards Halal logo on packaging.

RESEARCH QUESTION. 1. What is the perception of consumer towards Halal cosmetic products among Muslim women? 2. What are the factors influencing Muslim women in Malaysia in purchasing Halal cosmetic products? 3. What is the perception of Muslim women for Halal logo on packaging?.

SIGNIFICANCE OF THE STUDY. Consumer knowledge about the ingredients can be reflected and proof by the increasing growth of Halal cosmetic products (Maya Adiba , 2019) This study will help marketer identify factors that influence consumers especially Muslim women in purchasing Halal cosmetic products.

SIGNIFICANCE OF THE STUDY(PT2). Consumers are required to look for Halal logo to make sure that cosmetic products from certain brands are certified as Halal compliant before consumers consume. Consumers are required to look for Halal logo to make sure that cosmetic products from certain brands are certified as Halal compliant before consumers consume..

SCOPE OF STUDY. Focuses on Muslim women in Malaysia who preferred Halal cosmetic products for their chosen cosmetic products and taking factors into consideration before selecting Halal cosmetic products. Those factors that are into consideration such as brand, quality, price, and perception of Halal logo on the packaging..

LIMITATION OF STUDY. Respondents who are not giving their truthful answers and some are even missing certain parts in the questionnaire that make the questionnaire from respondents unable to be used. very time consuming looking for the right respondents who really understand the research topic without getting biased over any religion or races.

CONCEPTUAL FRAMEWORK. Independent Variable Consumer Perception Brand Quality Price Halal Logo on Packaging DEPENDENT VARIABLE Purchase Intention Cosmetic Products 6.

HALAL COSMETIC PRODUCTS. Halal cosmetics are products that do not have any ingredients prohibited in Islam, which processed according to Shariah Law and stored in a way that only contacted with Halal items.

IMPORTANCE OF HALAL COSMETIC PRODUCT. Halal not only narrowed to Muslim dietary law but also related to whether the processes are being undertaken according to Shariah Islamic Law ( Annabi & Ibidapo-Obe , 2017). If a Muslim held tight to the religion, the person will be good while doing good in the life.

HALAL COSMETIC CERTIFICATION. Halal certification is a process of certifying the products or services following by the Shariah Law. According to (Hashim & Hashim, 2013), to get halal certificate for a high-quality product, one must comply with all the requirements stated by JAKIM..

RESEARCH METHODOLOGY OF THIS STUDY. RESEARCH APPROACH Using numerical data collection RESEARCH DESIGN conceptual framework to determine factors influencing the selection of Halal cosmetic products. The dependent variable is Purchase Intention Halal Cosmetic Products Independent variable, there are factors that influence purchase intention Halal cosmetic products such as brand, quality, price, and the perception Halal logo on the packaging of cosmetic products..

RESEARCH METHODOLOGY OF THIS STUDY. POPULATION - The population for this study is Muslim women in Malaysia. In this study, subject referred to Muslim women SAMPLING - Using non-probability sampling technique which is purposive sampling SAMPLE SIZE - 100 Muslim Women.

RELIABILITY OF STUDY. Reliability Statistics Cronbach's Alpha N of Items .917 20 Table 6: Reliability test for N=IOO respondents.

PEARSON CORRELATION. Correlations CPN BR PRI QUA HLO CPN Pearson Correlation 1 .436 ** .542 ** .286 ** 1.000 ** Sig. (2-tailed) .000 .000 .004 .000 N 100 100 100 100 100 BR Pearson Correlation .436 ** 1 .274 ** .404 ** .436 ** Sig. (2-tailed) .000 .006 .000 .000 N 100 100 100 100 100 PRI Pearson Correlation .542 ** .274 ** 1 .315 ** .542 ** Sig. (2-tailed) .000 .006 .001 .000 N 100 100 100 100 100 QUA Pearson Correlation .286 ** .404 ** .315 ** 1 .286 ** Sig. (2-tailed) .004 .000 .001 .004 N 100 100 100 100 100 HLO Pearson Correlation 1.000 ** .436 ** .542 ** .286 ** 1 Sig. (2-tailed) .000 .000 .000 .004 N 100 100 100 100 100 **. Correlation is significant at the 0.01 level (2-tailed)..

It shows that for the customer perception, there is significant relationship between customer perception and brand, customer perception and price, customer perception and customer perception and Halal logo on the packaging where the p-value shows 0.000. In conclusion, there are significant correlation relationship between Customer Perception towards brand, price and Halal logo on the packaging..

MULTIPLE REGRESSION ANALYSIS. Based on the table above, the R-value is 0.697 which indicates a good level of prediction. Meanwhile for R 2 -value is 0.486 that indicates independent variables explain 48.6% of the variability of dependent variable. As for the adjusted R 2 – value is 0.464. Table below shows ANOVA table to determine whether overall of the regression model is a good fit for the data. The table shows that the independent variable of F(4, 95) = 22.434, where p < .0005..

CONCLUSION. It can be said that mostly Muslim women in Malaysia preferred to have choices for Halal cosmetic products. It is true Muslim women preferred Halal cosmetic product, but factors such as brand, quality, price should be taken into consideration.