Investigating the Factors Affecting Muslim Women Towards Purchase Intention of Halal Cosmetics Products: A Systematic Literature Review: Menyiasat Faktor-Faktor yang Mempengaruhi Niat Wanita Islam Terhadap Pembelian Produk Kosmetik Halal: Kajian Literatur Bersistematik

Anita Ismail; Farah Laili Muda @ Ismail; Umi Hamidaton  Mohd Soffian Lee

doi:10.33102/sainsinsani.vol9no1.611

Authors

Anita Ismail Pusat Pengajian Teras & Fakulti Ekonomi dan Muamalat, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia
Farah Laili Muda @ Ismail Pusat Pengajian Teras & Fakulti Ekonomi dan Muamalat, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia
Umi Hamidaton Mohd Soffian Lee Fakulti Ekonomi dan Muamalat & Institut Fatwa dan Halal (IFFAH), Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia

DOI:

https://doi.org/10.33102/sainsinsani.vol9no1.611

Keywords:

Halal cosmetic, purchase behaviour, purchase intention, religiosity, and halal certification

Abstract

Abstract: Islamic marketing scholars are highly interested inthe study of cosmetics and personal care products due to the fact that numerous Muslim consumers feel driven to buy non-Halal products produced by renowned global brands. The primary objective of this study is to examine the factors that impact the purchasing intention of Muslim women towards halal cosmetics products. Purchase intention refers to the deliberate intention of consumers to acquire a certain brand or engage in activities associated with the purchase. This study examines electronic resources and scholarly articles that identify and conceptualise the factors that influence the purchasing intentions of Muslim women for halal cosmetics. This systematic review utilises relevant publications and performs comprehensive searches using extensive digital data from electronic resources. This research utilises Transfield's five stages to gather data about management and business from the Scopus digital library. The results of this study indicate that Muslim women's intentions for purchasing halal cosmetics are mostly impacted by their attitudes, their judgements of their own ability to manage their behaviour, and their awareness of the brand. Attitude, perceived behavioural control, and brand awareness exert a notable and favourable impact on customers' purchasing intention regarding halal cosmetics. Furthermore, Muslim women who possess a strong religious commitment, a high level of education, and a median income exhibit a willingness to pay a higher price for halal cosmetics. Muslim women highly prioritise halal cosmetics and are willing to pay a higher price for products that carry a genuine halal certificate.

Abstrak: Sarjana dalam bidang pemasaran amat berminat dalam kajian kosmetik dan produk penjagaan diri kerana ramai pengguna Muslim terpaksa membeli barangan bukan Halal keluaran jenama global yang terkenal. Objektif utama kajian ini adalah untuk mengkaji faktor-faktor yang mempengaruhi niat membeli produk kosmetik halal wanita Muslim. Niat membeli ditakrifkan sebagai niat pengguna untuk membeli jenama atau melakukan tindakan yang berkaitan dengan pembelian. Kajian ini meneroka e-sumber dan artikel ilmiah yang mentakrifkan dan mengkonseptualisasikan faktor-faktor yang mempengaruhi niat membeli wanita Muslim untuk kosmetik halal. Kajian sistematik ini menggunakan artikel yang berkaitan dengan topik kajian ini dan menjalankan carian artikel menggunakan data digital yang besar daripada e-sumber. Menggunakan lima fasa Transfield, kertas kerja ini mengakses data mengenai pengurusan dan perniagaan daripada perpustakaan digital Scopus. Dapatan kajian ini mencadangkan bahawa niat wanita Muslim untuk membeli kosmetik halal dipengaruhi terutamanya oleh sikap mereka, persepsi mereka terhadap kawalan tingkah laku mereka sendiri, dan kesedaran mereka tentang jenama. Secara khususnya, sikap, persepsi kawalan tingkah laku, dan kesedaran jenama mempunyai kesan positif yang signifikan terhadap niat membeli kosmetik Halal dalam kalangan pengguna. Di samping itu, wanita Muslim yang mempunyai tahap agama yang tinggi, tahap pendidikan yang tinggi, dan pendapatan sederhana sanggup membayar lebih untuk kosmetik Halal. Wanita Muslim menghargai kosmetik Halal, dan mereka bersedia membayar lebih untuk kosmetik dengan logo pensijilan halal yang tulen.

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