Tri Wahyuni, Jul Aidil Fadli


Indonesia is a potential market for the development of halal-labeled products. The knowledge on halal or haram of a product is very important to tmuslim. Therefore, the existence of a halal label on a product is very influential on the Indonesian consumer behavior. Thus, this research was conducted to determine the effect of attitude, subjective norms, and perception of behavioral control on repurchase intentions toward halal cosmetic. The object of this research is halal cosmetic consumer based in Bekasi. This research was conducted on 145 respondents using descriptive and quantitative approaches. Therefore, the data analysis used is statistical analysis in the form of multiple linear regression test. The results of this study indicate that partially, attitudes and perceptions of behavior control have an effect on purchase intention of halal cosmetic products, while subjective norms partially do not affect the intention to repurchase halal cosmetic products. This is evidenced from the results of the partial test (t test) which shows the significant value of the three independent variables that support the hypothesis. The variables of attitude, subjective norms, and perceptions of behavior control affect the repurchase intention of halal cosmetic products simultaneously. This is evident from the results of F count greater than F tabel.



Attitude; Perception of Behavioral Control; Repurchase Intention; Subjective Norms.

Full Text:



Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Fishbein, M., & Ajzen, I. (2005). The Influence of Attitudes on Behavior. The Handbook of Attitudes, July, 173–222.

Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21 Update PLS Regresi.

Ghozali, I. (2016). Aplikasi Analisis Multivariete SPSS 23.

Huda, N., Rini, N., Mardoni, Y., & Putra, P. (2012). The Analysis of Attitudes , Subjective Norms , and Behavioral Control on Muzakki ’ s Intention to Pay Zakah. International Journal of Business and Social Science, 3(22), 271–279.

Joy, A., & Venkatesh, A. (1994). Postmodernism, feminism, and the body: The visible and the invisible in consumer research. International Journal of Research in Marketing, 11(4), 333–357.

Kusuma, I. D., & Untarini, N. (2014). Pengaruh Pengetahuan Produk Terhadap Niat Beli Dengan Sikap Sebagai Variabel Intervening. Jurnal Ilmu Manajemen, 2, 1573–1583.

Mohamed Omar, K., Kamariah Nik Mat, N., Ahmed Imhemed, G., &

Mahdi Ahamed Ali, F. (2012). The Direct Effects of Halal Product Actual Purchase Antecedents among the International Muslim Consumers. American Journal of Economics, 2(4), 87–92.

Nejdet, D. (1994). Religious Contrasts in Consumer Decision Behaviour Patterns: Their Dimensions and Marketing Implications. European Journal of Marketing, 28(5), 36–53.

Salehudin, I., & Luthfi, B. A. (2013). Marketing Impact of Halal Labeling toward Indonesian Muslim Consumer’s Behavioral Intention Based on Ajzen’s Planned Behavior Theory: Policy Capturing Studies on Five Different Product Categories. ASEAN Marketing Journal, 3(1).


  • There are currently no refbacks.

Lembaga Penerbitan Universitas Esa Unggul
Jalan Arjuna Utara No 9 Kebon Jeruk Jakarta 11510
Telp : 021 5674223 ext 266

email : [email protected]