Introduction: This study aims to analyze the factors that influence the decision to purchase halal-labeled cosmetic products by alumni of the Darul Huda Mayak Islamic Boarding School, including halal awareness, religiosity, product safety and social environment. Research Methods: The research uses a quantitative approach with data collection through questionnaires from 96 respondents selected using stratified random sampling. Data analysis was conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. Result: The findings indicate an R-square value of 0.708, suggesting that the variables in this model contribute 70.8% to the purchase decision of halal-labeled cosmetic products, while the remaining 29.2% is influenced by other variables not included in this study. The results further reveal that halal awareness and religiosity have a positive and significant effect on purchase decisions. Product safety has a positive but not significant effect, while the social environment has a negative and significant effect on the decision to purchase halal-labeled cosmetic products. These findings suggest that individual factors, such as awareness and religiosity, play a more dominant role in influencing purchase decisions than external factors. This study highlights the importance of strengthening personal values in promoting the consumption of halal products, especially among Muslim consumers.
Nurhuda et al. (Tue,) studied this question.