An Analysis of Attitude on Intention to Purchase Online Halal Cosmetics

Indonesia is a country dominated by Muslim communities who have a critical attitude towards certain matters related to the teachings of their religion. Along with the development of the marketing sector of beauty products commonly called cosmetics, the existence of halal cosmetics is increasingly taken into account and proven that it can be competitive and much in demand by Muslims. And nowadays, the rapidly developing internet technology is also changing the pattern of society in buying and selling activities so that an online store emerges which makes it easy to purchase halal cosmetics. This study aimed to determine the effect of attitudes on the intention to purchase halal cosmetics online by using a research model based on the Theory of Reasoned Action (TRA) and PLS-SEM analysis methods. The respondents of this study were students of Universitas Islam Negeri (UIN) Syarif Hidayatullah Jakarta. To get information from respondents, the questionnaire was developed on google form and shared the link to them and got 108 respondents willingly fulfilled the questionnaire. The analysis showed that the belief factor had a positive effect on attitudes towards halal cosmetics and influenced the intention to purchase it online.