The Influence of Halal Certification and Religiosity on Indonesian Consumers' Purchase Intention: A Conjoint Analysis

Velly Anatasia, Li Chung Jen, Berliana Glorya Liebe Imbing, Cynthia Pangrestu

Abstract


This study investigates the influence of cosmetic product attributes—specifically Halal certification, ingredient type, media advertisement, endorser recommendation, and price—on Indonesian consumers' purchase intention, and examines the moderating effects of demographic factors (gender, age, and social class). Growing consumer demand and the expanding Halal market in Indonesia, the world's largest Muslim-majority nation, create an urgent need for empirically grounded market entry strategies. Employing full-profile conjoint analysis with 800 respondents (400 male, 400 female) in Jakarta and Surabaya, this study applies an orthogonal design that reduced 216 possible product profiles to 20 manageable combinations. Data were analyzed using conjoint analysis, factor analysis, and independent samples t-tests. Results reveal that Halal certification is the most influential attribute for male consumers (importance score: 38.88%), with Taiwan Halal combined with MUI recognition generating the highest utility, while price overwhelmingly dominates female purchase decisions (importance score: 53.28%). Male respondents demonstrated significantly higher religiosity levels (p<0.01), consistent with their stronger Halal preferences. Age significantly moderates advertisement channel preferences—younger consumers (30–39 years) favor internet-based advertising while older consumers (40–49 years) prefer mass media—and social class moderates price sensitivity and endorser preferences. These findings advance understanding of Muslim consumer behavior in emerging markets and provide actionable, gender-specific market entry strategies for foreign cosmetics manufacturers, particularly those from Taiwan.

Keywords


Halal Certification; Conjoint Analysis; Purchase Intention; Demographics; Indonesian Consumers; Cosmetics Industry

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References


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DOI: http://dx.doi.org/10.30813/jbam.v19i1.9785

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