The Influence of product quality on halal cosmetics purchase decisions: Examining the mediating effects of Islamic branding and halal awareness
Abstract
This study examines how product quality influences halal cosmetics purchase decisions among religiously educated Muslim consumers and investigates the moderating roles of Islamic branding and halal awareness—a theoretical relationship underexplored in faith-based marketing literature. Using PLS-SEM analysis, data from 95 female Islamic boarding school students (santriwati) in East Java, Indonesia were analyzed through structured questionnaires measuring product quality, Islamic branding, halal awareness, and purchase decisions. Product quality significantly influences purchase decisions (β=0.446, p
Fields of Study & Subjects
Halal products and consumer behavior
Consumer Behavior and Marketing Influence
Islamic Finance and Banking Studies
Publication details
- Journal / source
- Alkasb Journal of Islamic Economics
- Volume
- 4
- Issue
- 2
- Pages
- 186–218
- Publication date
- 5 January 2026