Abstract
The cosmetic industry is one of the industries that is developing in Indonesia. The many types of cosmetic products available in the Indonesian market lead to many alternative choices for consumers when buying cosmetics. The demand for halal cosmetics in Indonesia is getting higher so that local and imported cosmetic products strive for halal certification, both official institutions in Indonesia (LPPOM MUI) and halal institutions that are officially recognized by the International. In addition to halal certificates, the marketing mix is also a strategy to get a market in Indonesia. This study aims to formulate strategies that can be applied to increase interest in purchasing halal cosmetics. The questionnaire was distributed to 124 respondents using the structural equation model (SEM) analysis method with partial least square (PLS) approach to analyze the effect of halal certification and the marketing mix (product, price, place, promotion) on purchase intention halal cosmetics in Indonesia. SEM test results show that the halal certification variable has a significant relationship to the interest in halal cosmetics. Product variables have a significant relationship to purchase intention in halal cosmeti
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
