Determinants Analysis of Purchase Intention of Halal Cosmetic Products: A Theory of Planned Behavior Approach (Study Among Universiti Utara Malaysia Students)

Abstract

The halal industry has developed rapidly over the last few decades and penetrated many sectors, including cosmetic products. This research aims to analyze the influence of the Theory of Planned Behavior (TPB), which consists of the variables attitude towards behavior, subjective norms, and perceived behavioral control, on purchase intention of halal cosmetic products among Universiti Utara Malaysia (UUM) students. This research is field research with a quantitative approach. The sample in this study consisted of 100 UUM students who were determined based on hair theory. Sampling in this research used the accidental sampling technique. The data collection technique in research uses a questionnaire with a Likert scale. The data analysis technique used in this research is SEM-PLS analysis. The research results show that attitude towards behavior and perceived behavioral control influence purchase intention of halal cosmetic products. Meanwhile, subjective norms have no effect on purchase intention of halal cosmetic products among Universiti Utara Malaysia students.