Abstract
The demand for halal cosmetic products among the 2.0 billion Muslim consumers is growing internationally. This paper aims to identify the influence on attitude, subjective norms, perceived behavioral control, and knowledge towards the intention to purchase halal cosmetic products among consumers. A total of 100 questionnaires were distributed to TikTok users in Johor. The findings indicated that all variables positively influenced purchase intention of halal cosmetic products. This study also provides further insights into potential marketing strategies by halal cosmetic product manufacturers and the prospective halal cosmetic industry in Malaysia.
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