Building Consumer Purchase Intention for Halal Perfume Products: The Role of Halal Marketing, Halal Certification, And Attitude

Abstract

This study examines the effect of halal marketing and halal certification on purchase intention through attitude towards halal perfume as a mediating variable, using a quantitative survey of 320 Muslim respondents in DKI Jakarta administrative area, aged 17 years or older who had not purchased or used halal-certified perfume in the past three months. Data were analyzed using covariance-based Structural Equation Modeling with IBM SPSS AMOS version 29, supported by IBM SPSS Statistics for descriptive analysis and instrument testing. The results show that halal marketing and halal certification have a positive and significant effect on attitude towards halal perfume. Attitude towards halal perfume also has a positive and significant effect on purchase intention. In addition, halal marketing and halal certification are shown to have a positive and significant direct effect on purchase intention. Bootstrapping results indicate that attitude towards halal perfume significantly mediates the effect of halal marketing and halal certification on purchase intention. Because both the direct and indirect effects are significant, attitude towards halal perfume acts as a partial mediator.. These findings support the Stimulus–Organism–Response (S-O-R) mechanism, whereby marketing and certification stimuli shape a positive attitude that in turn drives purchase intention toward halal perfume.