Influencing Factors for Malaysian Muslim Women Consumers in Purchasing of Non-Certified Halal International Brand Makeup Products in Mid Valley Megamall Kuala Lumpur

Authors

  • Nor Awanis Idris International Institute for Halal Research and Training (INHART), International Islamic University Malaysia
  • Mohamad Aizat Jamaludin
  • Noor Yuslida Hazahari
  • Betania Kartika Muflih

DOI:

https://doi.org/10.36877/jhis.a0000117

Abstract

Malaysia placed second among the top 10 of Halal Cosmetics country. Even though Malaysia is a halal hub, the awareness on halal products tends to be focusing on food products. In this millennial era, Malaysian Muslim women prefer foreign brand makeup products without halal certificate. Hence, this study attempts to identify factors influencing Malaysian Muslim Women Consumers towards choosing foreign brand makeup products and level of Halal understanding on choosing the products. It is significant because foreign brand makeup products are favoured by most of the consumers. Global brands seem to capture the developing countries consumers’ hearts because of the promised better standards of living and lifestyle. To begin with, a face -to- face interview has been conducted among 20 Malaysian Muslim Women consumer. The conversations were recorded and transcribed into a qualitative content analysis. Based on the findings, the factors influencing Malaysian Muslim Women in choosing foreign makeup products are divided into internal and external factors. Internal factors include quality, trust, loyalty, effectiveness, brand, price, safety, ingredients, confident and wide range of products while for the external factor is solely the influencer. While, the levels of halal awareness among Malaysian Muslim Women were categorized into basic, intermediate and advanced. This present work will be beneficial to the producer and manufacturer of halal market in promoting halal cosmetics to fulfil the demands especially for makeup products because Muslim consumers will purchase halal products if it is available in the market.

Keywords: Halal Cosmetics, Makeup products, Malaysian Muslim Women, and Halal Beauty Industry

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Published

2020-10-22

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ORIGINAL RESEARCH ARTICLES