Halal Cosmetics Purchase Intention through Brand Awareness, Sharia Compliance, Social Influence, and Consumer Attitude

This article examines halal cosmetics purchase intention through the roles of halal brand awareness, sharia compliance perception, social influence, and consumer attitude. Using survey data from 400 halal cosmetics consumers in Indonesia, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationships among the constructs. The findings show that halal brand awareness, sharia compliance perception, and social influence positively affect attitude and purchase intention. Attitude also strengthens purchase intention and partially explains how cognitive, compliance-based, and social factors shape consumers’ intention to purchase halal cosmetics.