The Influence of Religious Figures in Adult’s Halal Cosmetic Buying Behavior

Abstract

Reference groups are considered a social influence in consumer purchasing. Person or groups that consumers will look to make a purchase decision. The reference group has three types of influences, such as informative comparative and normative influences, that can become a power to influence buying behavior and brand selection—many kinds of reference groups. Religious figures are one of them. This research aims to determine whether religious figures influence the purchasing behavior of halal cosmetics. Consumer perception of religious figures' influence on halal cosmetic buying behavior was examined using 200 halal cosmetic users. Women, 20 - 40 years old, the user of Halal Cosmetic. The data is processed using simple regression. Regression test show that r = 0.421 and sig (p) = 0.000; p <0.05. The value of R = 0.421, R² = 0.177 indicates that the religious figures' influence on buying halal products is 17.7%, while other factors influence the remaining 82.3%.