Abstract:

The growth of muslim population continues to increase and is expected to continue growing up to 2.2 billion by 2030. This makes the demand for halal products is increasing. However, it is not followed by supply from a trusted manufacturer for halal product. Many Indonesian are only concerned with halal food but haven’t realized the importance of the ‘halalness’ of cosmetics and personal care that can affect the acceptance of daily worship. This study wanted to know how the perception of halal in Islam can affect one’s intention of repurchase judged from the level of religiosity, knowledge, attitude and its impact in determining the intention of repurchasing cosmetic, personal care and halal food in Indonesia. Total of 844 usable questionnaires from respondents over the age of 18 and who purchased cosmetic or personal care or halal food on the last 6 months were used. This study used self-administrated questionnaire with closed-ended questions. Also data analysis was performed using conclusive descriptive cross-sectional analysis and Structural Equation Modeling (SEM) method using LISREL 8.51 software. The results in the study showed that there is a significant impact between variables on indirect relationship, while direct relationships shown an insignificant relationship between knowledge and the intention of repurchase. While the relationship between religiosity and the intention of repurchasing shows a significant relationship in halal personal care product and halal food products.