Study on Consumer Perception of Halal Cosmetic using An Exploratory Factor Analysis Titik Respati, Abdul Razak bin Abdul Hadi, Neni Sri Imaniyati, Nugraha, Lina Jamilah, Intan Nurrachmi,Indra Fajar Alamsyah, Bellasepti Aisyah Rachel Aldilla Yastin
Universitas Islam Bandung
Universiti Kualalumpur
Abstract
The global halal cosmetics market has experienced significant growth, driven by the rising demand for products that adhere to Islamic principles and ethical considerations. Muslim consumer population is expected to reach 2,2 billion by the year 2030. Customer behavior nowadays is shaped by various online platforms that provide knowledge and contribute to an informed decision about these products.
This study aims to explore how customers perceive halal cosmetics. The exploratory factor analysis is used for the factors that contribute to them. A structured questionnaire was developed to collect data on consumer perceptions This study has 202 respondents consisting of 119 from Indonesia and 83 from Malaysia. Based on the results of research using the EFA method, four main themes were found, which consisted of [1] Halal Awareness which consisted of Halal logo awareness- Awareness of halal concepts, halal processes, and halal principles- Knowledge about the obligation to use halal cosmetics for every Muslim. [2] Social Media Promotion consists of The language used in advertisements on social media is easy to understand, and Social media ads are exciting. [3] Quality of Halal Cosmetics consists of Feeling safe using products with the Halal logo- Knowledge of halal ingredients in halal cosmetics. Halal cosmetics can make you appear confident. [4] The lifestyle of influencers consists of Affordable halal cosmetic prices and Attractive halal cosmetic packaging based on influencers, Social media influencers are a lifestyle to follow.
Keywords: Halal Cosmetics, Costumer Perception, Social Media Promotion,Halal LIfestyle, Consumer Behaviour
