Analysis of the Effect of Halal Label Knowledge and Halal Brand Awareness on the Decisions of Halal Cosmetics Buyers

Case Studyin Jambi Province

Abstract

This thesis discusses the influence of knowledge of halal labels and awareness of halal brands on the decision of buyers of halal cosmetics with a case study in Jambi Province). This study uses a quantitative approach through the SEM-PLS method by taking a case study in the Jambi Province. The data from this study were obtained from the results of distributing questionnaires to respondents who were users of halal cosmetics with various brands in Jambi Province. The results of the study show that of the 3 proposed hypotheses, all of them are accepted, namely; 1) Knowledge of halal labels effects the decisions of buyers of halal cosmetics 2) Religiosity affects the decisions of buyers of halal cosmetics 3) Awareness of halal influences the decisions of buyers of halal cosmetics inJambi Province.