The Influence of Knowledge and Religiosity with Mediation of Attitude Toward the Intention of Repurchasing Halal Cosmetics

Abstract

The growth of Muslim population continues to increase and is expected to continue growing up to 2.2 billion by 2030. This makes the demand for halal products increase. However, it is not followed by supply from a trusted manufacturer for the halal product. This study wanted to know how the perception of halal in Islam can affect one’s intention of repurchase judged from the level of religiosity, knowledge, attitude and its impact in determining the intention of repurchasing halal cosmetics in Indonesia regardless of their religion. A total of 354 usable questionnaires from respondents over the age of 18, who purchased cosmetics in the last 6 months were used. This study used a self-administrated questionnaire with closed-ended questions. Data analysis was performed using conclusive descriptive cross-sectional analysis and Structural Equation Modeling (SEM) method using LISREL 8.51 software. The results in the study showed that there is a significant impact of religiosity and knowledge of the customers toward intention to repurchase halal cosmetics on an indirect relationship. The purpose of this study is to increase awareness of the society about the importance of halal products, not only for internal use but also external use. The mediating variable, attitude, become a significant variable to mediate the influence of religiosity and knowledge toward intention to purchase halal cosmetics. Meanwhile previous study showed that only religiosity has a significant result.