Determinant of Purchase Intention Through Online on Halal Cosmetic

Roszi Naszariah Nasni Naseri
Universiti Teknologi MARA, Melaka, Malaysia
Universiti Teknikal Malaysia Melaka
Asnidar Hanim Yusuf
Perdana University, Kuala Lumpur
Idris Oyewale Oyelakin
Universiti Teknologi Petronas, Perak



Globally, the rapid development of internet information technology has made e-commerce become one of the main channels for people to shop online. This factor has changed the business model from the traditional distribution model (offline) into a new form of a business model (online) platform. In the case of Malaysia, the growth of the middle class and Muslims who were born in the digital era has been the determining factor for online transactions. Due to this factor, the halal cosmetics industry has also witnessed a tremendous increase in consumer demands online. However, due to the absence of physical interaction in the online environment, consumers’ purchase intention online is declining because the majority of Muslim consumers do not trust the online platform that sells halal cosmetics. As such, the current research attempts to investigate Muslim customers’ purchase intention towards the purchase of halal cosmetics online. Consequently, a self-administered questionnaire was used to collect data for the study from 400 Muslim consumers in Malaysia’s central area. The data was examined using AMOS 22.0 SEM software and structural equation modeling. The study’s findings show that perceived ease of use, perceived usefulness, and attitude influence the propensity to purchase halal cosmetics online. The mediating effect of trust; and the moderating role of religiosity were also investigated. All eight hypotheses evaluated in this study were confirmed to be significant and influence the purchase intentions of Muslims to purchase halal cosmetics online. Also, the technology acceptance led to increased consumer purchase intention of halal cosmetics through online platforms. The implication of the study is expected to aid the creation of a TAM model, specifically for online halal cosmetics consumer behavior. This study is also beneficial for halal cosmetics practitioners to make better and more informed decisions on halal cosmetics products through online platforms.

Keywords:  purchase intention, online, halal cosmetic, Malaysia, technology acceptance model (TAM)