Halal Knowledge, Brand Credibility, and The Mediating Role Of Attitude In Shaping Halal Purchase Intention: Evidence From Skincare Consumers
DOI:
https://doi.org/10.30587/jurnalmanajerial.v13i03.12152Keywords:
Halal Knowledge, Brand Credibility, Attitude Toward Halal, Halal Purchase Intention, SkincareAbstract
Background - Muslim consumer spending on halal skincare is expanding rapidly, with Indonesia positioned as a key market. However, halal knowledge and brand credibility have rarely been tested together as joint antecedents of attitudes toward halal products, and prior evidence on the mediating role of attitude remains inconsistent.
Aim - This study examines the effect of halal knowledge and brand credibility on halal purchase intention among Muslim female skincare consumers, with attitude toward halal as a mediating variable.
Design/Methodology/Approach – A quantitative causal approach was employed using a structured survey involving 244 female respondents selected via purposive sampling. Data were analysed using partial least squares structural equation modelling (PLS-SEM) via SmartPLS 4.0.
Findings – Both halal knowledge and brand credibility exert a significant and positive influence on attitudes toward halal. Attitude fully mediates the effect of brand credibility on halal purchase intention (full mediation, indirect-only) and partially mediates the effect of halal knowledge (partial mediation, complementary), which retains a small direct effect.
Conclusion - Consumers’ decisions to purchase halal skincare are influenced not only by sound knowledge of halal products but also by brand credibility, namely the extent to which the brand can be trusted. These two factors shape a positive attitude toward halal skincare brands, which in turn drives the intention to purchase them.
Research Implication – The application of the Theory of Reasoned Action (TRA) and signalling theory is expanded by these findings in the context of halal skincare. They confirm that consumer attitudes act as a crucial psychological bridge, linking cognitive inputs and brand perceptions to purchasing decisions.
Limitations: The cross-sectional design and dominance of young female respondents in East Java limit causal inference and generalisability; future studies should employ longitudinal designs, broader geographic and demographic samples, and test religiosity as a moderator.
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