The study arrives at a time when the global halal cosmetics market continues to grow alongside increasing consumer awareness of product safety, ethical manufacturing, and halal certification. Indonesia, home to the world's largest Muslim population, has become one of the most important halal cosmetics markets. Government regulations supporting halal product assurance have further strengthened consumer demand, making it increasingly important for manufacturers to understand what truly influences purchasing behavior.
Palembang, the economic center of South Sumatra, represents a particularly attractive market because of its large consumer base and expanding retail sector. While halal certification has become an essential consideration for many buyers, the researchers found that purchasing decisions involve a combination of marketing factors and individual consumer characteristics rather than religious considerations alone.
Understanding What Drives Consumer Decisions
To examine these purchasing patterns, Diah Isnaini Asiati and Vivi Fitriani conducted a quantitative survey involving 100 consumers who had purchased halal cosmetics in Palembang City. Respondents were selected because they had previous experience buying and using halal cosmetic products.
Information was collected through structured questionnaires and analyzed using multiple linear regression, allowing the researchers to evaluate how six factors—product, price, distribution, promotion, consumer knowledge, and lifestyle—collectively and individually influenced purchasing decisions.
The statistical model explained approximately 93.5% of the variation in purchasing decisions, indicating that these variables together provide a strong explanation of consumer behavior within the study population.
Distribution Emerges as the Strongest Factor
Among all variables examined, distribution proved to be the most influential determinant of halal cosmetics purchases.
Consumers consistently favored products that were readily available through authorized retailers, cosmetic stores, pharmacies, shopping centers, and online marketplaces. According to the survey results, many respondents believed halal cosmetics were still difficult to obtain, with more than half reporting limited accessibility through both physical stores and online channels.
The findings suggest that even highly trusted halal products may lose customers if they are not consistently available where consumers prefer to shop.
Lifestyle, Product Quality, and Knowledge Also Matter
The research identified lifestyle as the second most influential factor affecting purchasing decisions.
Consumers who viewed cosmetics as part of their personal identity, fashion preferences, and modern lifestyle were significantly more likely to purchase halal cosmetic products. Rather than viewing halal cosmetics solely through a religious lens, many respondents associated them with healthy, safe, ethical, and responsible beauty practices.
Product quality also played a significant role. Buyers evaluated product suitability, ingredients, safety, expected benefits, and packaging before making purchasing decisions. However, many respondents expressed dissatisfaction with existing packaging designs, describing them as less practical or less attractive than expected.
Consumer knowledge represented another important influence. Individuals who better understood halal certification, legal compliance, ingredients, product safety, and cosmetic regulations were more confident in purchasing halal cosmetics. At the same time, the survey revealed that many consumers remained uncertain about certification procedures, legal protection, and the implications of using non-halal cosmetic ingredients, indicating opportunities for stronger public education.
Price and Promotion Had Little Direct Influence
One of the study's most notable findings is that price did not significantly affect purchasing decisions.
Although many respondents considered halal cosmetics relatively expensive, they generally prioritized product suitability, safety, availability, and halal assurance over finding the lowest possible price.
Similarly, promotion showed no significant direct effect on purchasing behavior.
Advertising campaigns, celebrity endorsements, beauty influencers, peer recommendations, and promotional activities were less influential than expected. Instead, consumers appeared to place greater trust in transparent product information, personal experience, and brand credibility.
Key Findings
The study reports several major conclusions:
- Distribution channels are the strongest predictor of halal cosmetics purchasing decisions.
- Lifestyle significantly influences consumers' purchasing behavior.
- Product quality positively affects purchase decisions.
- Consumer knowledge about halal cosmetics encourages purchasing.
- Price does not significantly influence purchasing decisions.
- Promotional activities alone are insufficient to drive purchases.
Implications for Industry and Policymakers
The findings provide practical recommendations for cosmetic manufacturers, retailers, and policymakers.
For businesses, expanding distribution networks should become a strategic priority. Ensuring consistent product availability through official outlets, pharmacies, supermarkets, and digital marketplaces may produce greater returns than relying heavily on discounts or promotional campaigns.
Manufacturers are also encouraged to improve product packaging, communicate ingredient safety more clearly, and strengthen consumer trust through transparent information about halal certification and regulatory compliance. Educational campaigns explaining halal ingredients and certification processes may further strengthen consumer confidence.
For policymakers, the research highlights the importance of supporting public awareness programs that improve understanding of halal certification while ensuring consumers have easier access to certified cosmetic products across different regions.
As Diah Isnaini Asiati and Vivi Fitriani of Muhammadiyah University of Palembang conclude through their findings, halal cosmetics purchasing decisions result from the interaction between marketing strategies and consumer characteristics. Easy product access, reliable product quality, consumer knowledge, and lifestyle alignment have become stronger purchasing drivers than traditional pricing strategies or promotional campaigns.
Author Profile
Diah Isnaini Asiati is a researcher and academic at Muhammadiyah University of Palembang, Indonesia, specializing in marketing, consumer behavior, and business management. She conducted this study with Vivi Fitriani, also affiliated with Muhammadiyah University of Palembang, whose research interests include marketing strategy and consumer purchasing behavior, particularly within the halal cosmetics sector. The article identifies Diah Isnaini Asiati as the corresponding author.
Source
Article Title: The Influence of the Marketing Mix and Buyer Characteristics on Halal Cosmetics Purchase Decisions in Palembang City
Authors: Diah Isnaini Asiati and Vivi Fitriani
Affiliation: Muhammadiyah University of Palembang, Indonesia
Journal: Formosa Journal of Multidisciplinary Research (FJMR)
Publication Year: 2026
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