Influence of Halal Certification, Brand, and Price on Purchasing Decisions and Consumer Satisfaction of Halal Cosmetic Products

Several cosmetic brands continue to emerge and are increasingly favored by the public. However, there are still many legal and dangerous cosmetic products that are still in circulation, making consumers have to be more careful when deciding to buy. So, cosmetics business actors must try to provide consumer satisfaction by guaranteeing halal certification of products with the appropriate brand and price. This research was conducted with the aim of determining the effect of halal certification, brand and price on purchasing decisions, and to determine the effect of halal certification, brand and price on consumer satisfaction for Emina cosmetic products in Bogor City. The research sample used was 100 respondents. Data analysis technique uses the Partial Least Square (PLS) method through SmartPLS 4.0 software. This study shows that halal certification, brand, and prices has a significant and positive effect on purchasing decisions. Based on results, considering the halal product is a major consideration for Muslims in choosing a product, including halal cosmetic.