Halal cosmetics products are considered innovative and revolutionary due to their high-quality specifications that adhere to halal compliance and strict scientific guidelines. However, halal cosmetic brands face challenges due to market positioning and product imitation. The term "halal cosmetics" is gaining popularity worldwide, appealing to women and men of all races and ages. Consumers are concerned about their cosmetic products' price, quality, and ingredients. This study aims to determine consumer purchase intention and preferences regarding Halal cosmetics product consumption. The study focuses on five key attitude indicators: subjective norm, perceived behavioural control, religiosity, and brand image, which are the independent variables. These independent variables were tested by descriptive analysis, Pearson correlation analysis, and multiple regression analysis. Cronbach’s Alpha was used to test the reliability of the data. Four hundred respondents from the different group segments who live in Kuala Lumpur and Selangor were selected randomly to respond to the survey. The study uses the quantitative method to achieve the research objective. The findings show that the dominant indicators for analyzing consumer purchase intention towards halal cosmetic products consumption are attitude and subjective norm, followed by perceived behavioural control, religiosity and brand image. The result shows a positive relationship between indicators of consumer purchase intention and halal cosmetics product consumption. The findings of this study will help future researchers or other organizations explore the evolving trends of consumer preferences in the halal cosmetics industry and enhance marketing competitiveness.
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