Binus University Repository

Tamara, Dewi

European Journal of Economics
2019
by Dewi Tamara
Submission date: 09-Sep-2019 07:29AM (UTC+0700)
Submission ID: 1169165818
File name: urnal_of_Economics,_Internal_and_External_Factors__June_2019.pdf (102.29K)
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European Journal of Economics 2019
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Similarity "Internal and External Factors Influencing Capital Structure of Indonesian Companies on 2002-2016"

Irony Of Indonesia Internet
Shopping
by Dewi Tamara
Submission date: 10-Sep-2019 08:40AM (UTC+0700)
Submission ID: 1169920405
File name: Womela_2019_Spending_and_Saving_Behavior_Towards.pdf (1,016.9K)
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Similarity "Spending and Saving Behavior Towards the 2019 Indonesia Presidential Election"

Furinto, Asnan

INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 09, SEPTEMBER 2019  ISSN 2277-8616 
888 
IJSTR©2019 
www.ijstr.org 
Does Mui Halal Logo Matter For Young 
Millennials? An Experiment Study In Cosmetic 
Mass-Market Brand 
 
Telisiah Utami Putri, Tirta Nugraha Mursitama, Asnan Furinto, Sri Bramantoro Abdinagoro 
 
Abstract: The growth of the world's Muslim population and increasing income in Muslim countries show a positive trend have brought a significant 
increament in demand for global halal cosmetic products, including in Indonesia. Retail data sales shown growth of cosmetic brands which have MUI 
halal logo is higher compare with those brands that have not yet included MUI halal logo.This study aims to examine the influence of MUI halal logo in 
cosmetic mass-market brands towards consumer purchase intention. This study uses an experimental method with 8 treatment cells to 256 participants. 
The selected participants are young millennials who are also university students at the aged 17 to 25 years from two major cities in Indonesia, Jakarta 
and Bandung. The findings indicate significant relationship between MUI halal logo towards purchase intention. It is advised for cosmetic practitioners in 
Indonesia specifically those who are tapping into young millennial consumers to include MUI halal logo in the products. 
 
Index Terms: MUI Halal Logo, Purchase Intention, Halal Cosmetic, Experimental study, Young Millenials 
———————————————————— 
 
1.  INTRODUCTION  
The growth of the world's Muslim population and the increase 
in income in Muslim-majority countries which show a positive 
trend has brought a significant increase in the demand for 
global halal cosmetic products. In 2015 the global market 
value for women's cosmetics reached US $ 23.4 billion and is 
expected in 2020 will reach US $ 45 billion with a CAGR of 
14.3%, while the growth of the cosmetics market in the Asia-
Pacific region will experience 11.8% growth from period 2013-
2018 [1].Referring to the report issued by [2] the halal 
cosmetics sector continues to grow because more products 
are produced and raw materials are given halal certification. 
Total global Muslim consumer spending on halal cosmetics 
reached US $ 61 billion in 2017, and is expected to reach US 
$ 90 billion in 2023, an increase of 6.9%. Indonesia itself is in 
the second position of the 10 countries with the largest 
expenditure of halal cosmetics with a value of US $ 3.9 million 
in 2017 [2] Indonesia has the largest Muslim population in the 
world, spending a total of US $ 218.8 billion in all sectors of 
the Islamic economy in 2017, with 215 million Muslims 
representing 13 percent of the global Muslim population in 
2015 [2]. Indonesia's ranking for the global Islamic economy 
increased from 11th place to 10th place, will be over than 
Brunei. This report from [2] gives an indication that the 
development of halal cosmetics in Indonesia will have a very 
good growth opportunity, supported also by the condition of 
the global halal cosmetics industry. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Referring to retail sales data of cosmetic products in 
Indonesia, Nielsen's data for the last 2 years, 2017 - 2018, 
shows that products with the MUI halal logo have a more 
significant growth value than cosmetic brands that have not 
yet had MUI halal logo, is this an indication that consumers 
have started to be aware of halal? Is this growth due to the 
presence of the MUI halal logo? For this reason, this research 
is conducted to find out the impact of the MUI halal logo on a 
cosmetic product and its effect to purchase intention in young 
millennial group. According to [3] The young millennial group 
are they who are born from 1990 to 2000 are the main 
subjects in this study, they are currently university students, 
they are prospective cosmetics consumer in the future, they 
will be a source of growth and new business for players in the 
cosmetic industry in Indonesia, for this reason it is very 
important for the industry to understand their buying behavior 
towards products, especially cosmetics, and find out their 
perception about MUI halal logo in a cosmetic product. 
 
2.  LITERATURE REVIEW 
 
2.1 Theory of Reason Action (TRA) 
Theory of Reason Action (TRA) developed by Martin Fishbein 
and Icek Ajzen, is a theory that studies the factors that trigger 
a person's behavior, this theory believes that behavioral 
intention is the most accurate determinant of whether 
someone will do something action [4]. Behavior is influenced 
by one's attitude to the specific characteristics being 
considered, subjective norms and social pressure to carry out 
the action, consisting of attitudes, subjective norms, behavior. 
Attitudes derived from beliefs if halal cosmetics are better, 
where the process of forming beliefs itself in this study is 
based on attributes that appear directly from a product such as 
the presence of the MUI halal logo.  
 
2.2 Purchase Intention 
According to [5] there are four main factors that influence 
consumer buyer behavior based on consumer characteristics 
as follows: cultural, social, personal, and psychological. 
Although many of these factors cannot be influenced by 
marketers, in understanding the needs so that products can be 
developed that are interesting and in accordance with the 
needs or desires of consumers. The presence of the MUI halal 
 
_______________________________ 
 
 Telisiah Utami Putri, Student in Doctoral Program of Research and 
Management, Bina Nusantara University, Jakarta, Indonesia 
11480. Email: putri.telisiah@gmail.com 
 Tirta Nugraha Mursitama, Faculty member of Doctor of Research 
and Management, Bina Nusantara University, Jakarta, Indonesia 
11480. Email: tmursitama@binus.edu 
 Asnan Furinto, Faculty member of Doctor of Research and 
Management, Bina Nusantara University, Jakarta, Indonesia 
11480. Email: afurinto@binus.edu 
 Sri Bramantoro Abdinagoro, Faculty member of Doctor of 
Research and Management, Bina Nusantara University, Jakarta, 
Indonesia 11480. Email: sabdinagoro@binus.edu 
INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 09, SEPTEMBER 2019  ISSN 2277-8616 
 
889 
IJSTR©2019 
www.ijstr.org 
logo is predicted to have a relationship with cultural, social, 
personal, and psychological, where the MUI halal logo has an 
impact on the formation of consumer perceptions that are 
influenced by cultural factors as consumers in a Muslim 
majority country, social environment in which friends or family 
give influence about the new perception of halal, personal 
where there is a change in the paradigm of personal thinking 
about the importance of halal, and psychology to provide a 
sense of security and comfort with the cosmetic products 
used. 
 
1.3 MUI Halal Logo 
Having a halal logo or halal certificate in the global world today 
is a must to meet all Muslim needs [6]. Based on research 
findings in Malaysia by [7] revealed a positive correlation 
between the halal logo and purchase intention shows that 
consumers trust the product more with the halal logo, they will 
have a higher intention to buy the product.In Indonesia, we 
can easily find cosmetics with the halal logo and the most 
common one we can find is the MUI halal logo, giving the MUI 
halal logo in cosmetics does not only apply to new brands or 
specific brands targeting the halal conscious consumer but 
also to cosmetic brands that have been existed in market for 
years, then manufacturer start to put on MUI halal logo on this 
product. The authorized institution in Indonesia which has the 
authorization to issue halal certification is LPPOM MUI. 
 
3.  RESEARCH METHODOLOGY 
This research was conducted by an experimental method, a 
causal study to explain the causal relationship by utilizing 
factorial design it is possible to influence the response variable 
[8]. In this experiment there is 1 independent variable which is 
MUI Halal that is correlated with intention to buy cosmetic, 
since this study is done by using experiment design, therefore 
logo halal MUI is set to have in 2 condition namely : There is a 
MUI Halal Logo vs No MUI Halal Logo.This research is 
conducted in the young millennial generation with the status of 
university students and living in Jakarta and Bandung, the city 
that is known to be very urban and modern in Indonesia. The 
basis for selecting young millennials are because they are the 
target of future consumers in the cosmetics industry in 
Indonesia, so it is important to work on them as potential future 
consumers of a cosmetics brand.In this study a dummy of face 
powder product is prepared which has 2 different condition: 1) 
There is a MUI halal logo and 2) no MUI halal logo. 
Partisipants are asked for their opinions and their reactions 
when seeing the dummy products and check their intention of 
buying products based on the dummy conditions that they see. 
 
4.  FRAMEWORK OF ANALYSIS 
The analytical framework used is to measure the level of 
desire to buy among product that has the MUI halal logo VS 
product that has not MUI halal logo, and then further to see 
how significant the purchase intention between these two 
conditions. Based on the theory of reason action, it is said that 
attitudes toward buying intention can be formed due to 
subjective norms, where participants form their individual 
perception of the presence and absence of the MUI halal logo, 
based on previous studies conducted [7] found that the MUI 
halal logo proved to be significantly positive for buying 
intention, so in this study it is proven through an experimental 
method. 
 
 
 
 
Picture 4 Research Model 
 
The research model in this study is made by linking the 
interaction between variabel MUI halal logo to  purchase 
intention, where the MUI halal logo are made in 2 conditions (2 
levels) namely condition with and condition without MUI halal 
logo. The two conditions are measured by the average value 
of purchase intention, whichever is higher and then testing 
whether the relationship between MUI halal logo is 
significantly positive towards purchase intention. 
 
Tabel 4 Experiment Design 
 WITH WITHOUT 
MUI Halal Logo µ11 µ12 
 
Based on the Experiment Design, the hypothesis formed is: 
µ11> µ12 It is stated in the hypothesis as: products with the 
MUI halal logo is having higher purchase intention rather than 
products without MUI halal logo. 
 
5. RESULT AND DISCUSSION 
The data collected as many as 256 participants, the data is 
processed using SPSS to see the average value of buying 
intention and a significant relationship to purchase intention, 
the results are as follows: 
 
Picture 5 Mean Score of Purchase Intention 
 
The average value of purchase intention to buy product that 
have the MUI halal logo is proven to be higher than product 
INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 09, SEPTEMBER 2019  ISSN 2277-8616 
 
890 
IJSTR©2019 
www.ijstr.org 
without MUI halal logo. The t-test significance test also gives 
the same result where the significance value: 0.014, or less 
than 0.05 with an alpha coefficient of 95%, then the 
significance value of 0.014 can be accepted as a significant 
value [9]. 
 
Tabel 5 Hypothesis Testing 
 
 
CONCLUSION 
This study proves that there are differences in the mean score 
value of purchase intention between product that has MUI 
halal logo VS product that has not MUI halal logo, where 
product with MUI halal logo get a higher mean score value in 
purchase intention. This study also proves that MUI halal logo 
has a significant influence on cosmetic purchase intention, the 
evidence is created through hypothesis testing which shows a 
significant positive value. Then based on the results of this 
study, it is recommended for cosmetic brand to add the MUI 
halal logo to cosmetic products that they sold in Indonesia, 
because the presence of MUI halal logo also supports the 
formation of positive perception from a product that ultimately 
build consumer purchase intention, especially in young 
millennials group. 
 
REFERENCES 
[1].  Technavio, ―Halal Cosmetics and Personal Care 
Market in The APAC Region 2014-2018,‖ 2014. 
[Online]. Available: 
http://www.technavio.com/report/halal-cosmetics-
and-personal-care-market-in-the-apac-region-
2014-2018. 
[2].  Thomson Reuters, ―State of the Global Islamic 
Economy Report 2018/2019,‖ 2018. 
[3].  G. Ordun, ―Millennial ( Gen Y ) Consumer 
Behavior , Their Shopping Preferences and 
Perceptual Maps Associated With Brand Loyalty 
Millennial ( Gen Y ) Consumer Behavior , Their 
Shopping Preferences and Perceptual Maps 
Associated With Brand Loyalty,‖ no. January 
2015, 2016. 
[4].  M. Fishbein and I. Ajzen, ―Belief, Attitude, 
Intention, and Behavior: An Introduction to Theory 
and Research,‖ Reading, MA: Addison-Wesley. 
pp. 1–18, 1975. 
[5].  G. M. A. Philip Kotler, Prentice Hall. Prentice Hall, 
2005. 
[6].  J. Abdul, N. Shaari, and N. Shahira, ―Dimension 
of Halal Purchase Intention : A Preliminary Study 
Shaari & Arifin,‖ Int. Rev. Bus. Res. Pap., vol. 6, 
no. 4, pp. 444–456, 2010. 
[7].  S. R. Hussin, H. Hashim, R. N. Yusof, and N. N. 
Alias, ―Relationship between product factors, 
advertising, and purchase intention of Halal 
cosmetic,‖ Pertanika J. Soc. Sci. Humanit., vol. 
21, no. SPEC. ISSUE, pp. 85–100, 2013. 
[8].  R. L. : J. H. J. & K. M. B. Solso, Experimental 
Psychology : A case approach. Addison Wesley 
Longman, Inc, 1997. 
[9].  J. C. Nunnally and I. H. Bernstein, ―Psychometric 
theory,‖ PsycCRITIQUES, vol. 24. pp. 275–280, 
1979. 


Does MUI Halal Logo Matter For Young Millennials? An Experiment Study In Cosmetic Mass-Market Brand

Factors Influencing Indonesian
Customers in Performing
by Asnan Furinto
Submission date: 08-Nov-2019 10:35AM (UTC+0700)
Submission ID: 1209503784
File name: 2019_Factors-Influencing-Indonesian-Customers-In-Performing.pdf (559.46K)
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Gratifications of digital media
by Asnan Furinto
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satisfaction, addiction, needs, communication
apprehension, motives, and uses &
gratifications with Snapchat", Computers in
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Communication Monographs, 2009
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Shareefi. "Life-span differences in the uses and
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Submission date: 07-Jan-2021 10:42AM (UTC+0700)
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(Check) Information Hoax in Political Years 2019: Learning and
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