Abstract:
As Muslim consumers dominates the population in Central Java, Indonesia, there are potential
market for cosmetics industry. However, not all cosmetics has halal label that convince Indonesian
Muslim to choose their products. This research aims to estimate a number of possibilities for Muslim
to choose cosmetics without halal label. There are 150 Muslim respondents who join this research by
answering a questionnaire related to attitude, perceived behavioral control, social norm, and purchase
intention which is calculated later by using SmartPLS 2.0. The results prove that Muslim to wear
cosmetics without halal label based on the variables proposed in this research and perceived
behavioral control becomes the most significant influence towards purchase intention of cosmetics
without halal label. Therefore, cosmetics company should put the quality first before halal label to
gain more attention of Muslim consumers.
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