Adoption of halal Korean cosmetics among Muslim students: Insights from Islamic private universities
Purpose – This study aimed to analyze the purchase intentions of Muslim students from private Islamic universities in Indonesia toward halal cosmetics in Korea. Methodology – This study involved 287 Muslim students from eight private Islamic universities in Indonesia. Data were analyzed using Struc...
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| Format: | Article |
| Language: | English |
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P3EI-Center for Islamic Economics Studies and Development
2025-07-01
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| Series: | Asian Journal of Islamic Management |
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| Online Access: | https://journal.uii.ac.id/AJIM/article/view/37044 |
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| author | Heri Sudarsono Jannahar Saddam Ash Sidiqie Kinanthi Putri Ardiami Rusny Istiqomah Sujono Siti Aisiyah Suciningtias Yeni Fitriyani Miftakhul Khasanah Retty Ikawati Asri Noer Rahmi |
| author_facet | Heri Sudarsono Jannahar Saddam Ash Sidiqie Kinanthi Putri Ardiami Rusny Istiqomah Sujono Siti Aisiyah Suciningtias Yeni Fitriyani Miftakhul Khasanah Retty Ikawati Asri Noer Rahmi |
| author_sort | Heri Sudarsono |
| collection | DOAJ |
| description |
Purpose – This study aimed to analyze the purchase intentions of Muslim students from private Islamic universities in Indonesia toward halal cosmetics in Korea.
Methodology – This study involved 287 Muslim students from eight private Islamic universities in Indonesia. Data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to examine the relationships between the variables.
Findings – The results reveal that attitude, brand image, country of origin, and fear of missing out (FOMO) significantly influence purchase intention. Among these, brand image exerts the strongest effect, followed by FOMO, whereas country of origin has a smaller influence. In contrast, halal knowledge and religiosity do not directly affect purchase intention, although they significantly influence attitudes.
Implication – These findings underscore the importance of Korean halal cosmetic brands in building strong brand image and fostering positive consumer attitudes. Companies should focus on the perceived product quality, innovation, and alignment with values that are important to Muslim consumers. In addition, the significant role of FOMO suggests the effectiveness of marketing strategies that create urgency and exclusivity.
Originality – This research is original in its focus on Korean halal cosmetic purchase intentions among Muslim students from eight Islamic private universities in Indonesia. It contributes to the understanding of how brand image, religiosity, halal knowledge, country of origin, and FOMO shape consumer behavior in the halal cosmetic market.
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| format | Article |
| id | doaj-art-de66dfdb56064f19a7e54b1b9bcbb5a6 |
| institution | DOAJ |
| issn | 2746-0037 2722-2330 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | P3EI-Center for Islamic Economics Studies and Development |
| record_format | Article |
| series | Asian Journal of Islamic Management |
| spelling | doaj-art-de66dfdb56064f19a7e54b1b9bcbb5a62025-08-20T03:12:56ZengP3EI-Center for Islamic Economics Studies and DevelopmentAsian Journal of Islamic Management2746-00372722-23302025-07-017110.20885/AJIM.vol7.iss1.art1Adoption of halal Korean cosmetics among Muslim students: Insights from Islamic private universitiesHeri Sudarsono0Jannahar Saddam Ash Sidiqie1Kinanthi Putri Ardiami2Rusny Istiqomah Sujono3Siti Aisiyah Suciningtias4Yeni Fitriyani5Miftakhul Khasanah6Retty Ikawati7Asri Noer Rahmi8Department of Economics, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, IndonesiaDepartment of Economics, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, IndonesiaDepartment of Accounting, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, IndonesiaDepartment of Islamic Economics, Faculty of Economics and Business, Alma Ata University, Yogyakarta, IndonesiaDepartment of Management, Faculty of Economics, Universitas Islam Sultan Agung, Semarang, IndonesiaDepartment of Shariah Economics, STAI Syubbanul Wathon, Magelang, IndonesiaDepartment of Islamic Economics, Faculty of Islamic Religion, University Muhammadiyah Yogyakarta, Yogyakarta, IndonesiaDepartment of Food Service Industry, Faculty of Economics and Business, Universitas Ahmad Dahlan, Yogyakarta, IndonesiaDepartment of Accounting, Faculty of Business and Economics, Al-Azhar University Indonesia, Jakarta, Indonesia Purpose – This study aimed to analyze the purchase intentions of Muslim students from private Islamic universities in Indonesia toward halal cosmetics in Korea. Methodology – This study involved 287 Muslim students from eight private Islamic universities in Indonesia. Data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to examine the relationships between the variables. Findings – The results reveal that attitude, brand image, country of origin, and fear of missing out (FOMO) significantly influence purchase intention. Among these, brand image exerts the strongest effect, followed by FOMO, whereas country of origin has a smaller influence. In contrast, halal knowledge and religiosity do not directly affect purchase intention, although they significantly influence attitudes. Implication – These findings underscore the importance of Korean halal cosmetic brands in building strong brand image and fostering positive consumer attitudes. Companies should focus on the perceived product quality, innovation, and alignment with values that are important to Muslim consumers. In addition, the significant role of FOMO suggests the effectiveness of marketing strategies that create urgency and exclusivity. Originality – This research is original in its focus on Korean halal cosmetic purchase intentions among Muslim students from eight Islamic private universities in Indonesia. It contributes to the understanding of how brand image, religiosity, halal knowledge, country of origin, and FOMO shape consumer behavior in the halal cosmetic market. https://journal.uii.ac.id/AJIM/article/view/37044halal cosmeticsreligiosityhalal knowledgeCountry of originFear of missing out |
| spellingShingle | Heri Sudarsono Jannahar Saddam Ash Sidiqie Kinanthi Putri Ardiami Rusny Istiqomah Sujono Siti Aisiyah Suciningtias Yeni Fitriyani Miftakhul Khasanah Retty Ikawati Asri Noer Rahmi Adoption of halal Korean cosmetics among Muslim students: Insights from Islamic private universities Asian Journal of Islamic Management halal cosmetics religiosity halal knowledge Country of origin Fear of missing out |
| title | Adoption of halal Korean cosmetics among Muslim students: Insights from Islamic private universities |
| title_full | Adoption of halal Korean cosmetics among Muslim students: Insights from Islamic private universities |
| title_fullStr | Adoption of halal Korean cosmetics among Muslim students: Insights from Islamic private universities |
| title_full_unstemmed | Adoption of halal Korean cosmetics among Muslim students: Insights from Islamic private universities |
| title_short | Adoption of halal Korean cosmetics among Muslim students: Insights from Islamic private universities |
| title_sort | adoption of halal korean cosmetics among muslim students insights from islamic private universities |
| topic | halal cosmetics religiosity halal knowledge Country of origin Fear of missing out |
| url | https://journal.uii.ac.id/AJIM/article/view/37044 |
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