JEFMS Journal

ABSTRACT:

Halal certification is still no guarantee that consumers will purchase the product. This study aims to analyze the role of consumer trust in mediating the relationship between halal certification and intentions, where intentions ultimately impact the consumption behavior of halal cosmetic products during the Covid-19 pandemic. The population of this study is the female population in Jakarta aged 15-60 years. The number of research samples to be taken is 160 respondents with the purposive sampling technique. Data will be collected using questionnaires and analyzed using Partial Least Square (PLS) analysis method. Based on the research results, halal certification positively affects consumer trust, and trust has a positive influence on consumer intentions to buy halal products. Halal certification also positively influences consumer intentions to buy halal products. In addition to direct influence, halal certification indirectly affects intentions—the effect of halal certification on intentions through trust mediation. Futhermore, intention positively influences the consumption behavior of halal products.

KEYWORDS:

Halal Certification; Trust; Intention; Behavior; Halal Cosmetics

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