Religiosity as A Mediator between Knowledge, Attitude and The Environment of Muslim Women Consumers and The Decision to Purchase Halal Cosmetic Products

Abstract

The halal cosmetics industry is an industry that is beginning to gain a place in the range of beauty products in the Malaysian market. The issue of cosmetic products categorized as timbang kilo beauty cosmetics with a percentage of scheduled poisons prompts cosmetic users in the market to look for safer products. This scenario provides an excellent opportunity for halal cosmetic products. This research found the increase in demand for halal cosmetic products is influenced by the knowledge, attitude, and environment of consumers. Therefore, the objective of this study is to analyze whether the religious factor is capable of being a mediator in the relationship between the factors of knowledge, attitude, and consumer environment with the decision to purchase halal cosmetic products. The questionnaire was conducted online using Google Forms. The total response rate that has been received is as much as 234 people, however, after carrying out the data screening process, 33 samples are invalid respondents and have been dropped. This reduced the total sample to 201 people. Therefore, this study focuses on 201 working Muslim women in Selangor. The results of the study found the coefficient value for the religious factor as a mediator of knowledge, attitude and environment factors are 0.145 while the standard error value is 0.027. For the effect of the mediator on consumer purchase decisions on halal cosmetic products, the coefficient value is 0.117 while the standard error value is 0.049. The researcher also conducted the Sobel test. The result of the Sobel test was 2.18, with an associated P value of 0.029 falling below the set alpha level of 0.05. This shows that there is a significant relationship between the mediator with the independent variable and the dependent variable. In other words, the religious factor is confirmed as a mediator in the relationship between independent variables and dependent variables. The results of this finding can be concluded that the application of religious values can influence the decision to purchase halal cosmetic products. The application of religious values in individuals encourages consumers to choose halal products as demanded in Islam.