The Role of Attitude in the Purchase Intention of Indonesian Muslim Men Towards Halal Personal Care Products

Abstract

The purpose of the study was to determine whether perceived value, religious belief, trust, brand image, halal certification and awareness of halal personal care products affect the attitudes of Muslim men, and whether the attitude of Muslim men towards halal personal care products affects their purchase intention. A survey method was used in this research. Data was collected using online instrumentation with a target population of Muslim men in Indonesia. The sample in this study amounted to 365 respondents, and the data collection technique was purposive sampling. Structural Equation Modelling Partial Least Square with PLS was used as the approach in testing the collected data. The results of the study indicate that perceived value, religious belief, trust, brand image, halal certification and halal awareness regarding halal personal care products influenced the attitudes of Muslim men and their intentions to use them.