Halal Literacy and Social Factors in Predicting Intention to Use Halal Cosmetics with Logistic Regression
DOI:
https://doi.org/10.47747/snfmi.v3i1.3118Abstract
holding a strategic position as the world's largest Muslim-majority country. Despite its expansion, empirical studies predicting consumer intention to purchase halal cosmetics remain limited, especially those integrating halal literacy and demographic factors. This study examines the predictive role of halal literacy and socio-demographic variables (age, education, income, and marital status) on Indonesian consumers' intention. A quantitative cross-sectional survey involved 200 Muslim female respondents who had purchased halal cosmetics. Data were analyzed using binary logistic regression to estimate the probability of high purchase intention and evaluate each predictor's contribution. Model fit was tested with the Hosmer–Lemeshow test and Nagelkerke R² values. Results show that halal literacy is determinant of intention, with an odds ratio (OR) of 1.605, meaning each one-unit increase in literacy raises the likelihood of high intention by 60.5%. Demographic variables were not significant, although marital status showed a positive trend of nearly doubling purchase intention. The study contributes theoretically by extending the Theory of Planned Behavior with halal literacy and offers practical implications through consumer education.
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