Purchase Intention for Halal Cosmetic Product Among TikTok Application Users in Johor

Noreen Noor Abd Aziz; Mohd Hafizan Musa; Rusnani Mohamad Khalid; Shaherah Abdul Malik; Nurliana Nasution

doi:10.21834/e-bpj.v8i26.5137

Authors

Noreen Noor Abd Aziz Universiti Teknologi MARA Johor
Mohd Hafizan Musa Universiti Teknologi MARA Johor
Rusnani Mohamad Khalid Universiti Teknologi MARA Johor
Shaherah Abdul Malik Universiti Teknologi MARA Johor
Nurliana Nasution Universitas Lancang Kuning

DOI:

https://doi.org/10.21834/e-bpj.v8i26.5137

Keywords:

Purchase, Intention, Halal, Cosmetic

Abstract

The demand for halal cosmetic products among the 2.0 billion Muslim consumers is growing internationally. This paper aims to identify the influence on attitude, subjective norms, perceived behavioral control, and knowledge towards the intention to purchase halal cosmetic products among consumers. A total of 100 questionnaires were distributed to TikTok users in Johor. The findings indicated that all variables positively influenced purchase intention of halal cosmetic products. This study also provides further insights into potential marketing strategies by halal cosmetic product manufacturers and the prospective halal cosmetic industry in Malaysia.

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