The Influence of Price, Security, and Effectiveness on Purchasing Decisions of Halal-Certified Cosmetic Products among Chinese Ethnic Consumers in Singkawang

Abstract

The cosmetics industry in Indonesia has experienced significant growth, driven by changing lifestyles, increasing awareness of self-care, and the ever-expanding influence of social media. In recent years, halal certification has emerged as an important consideration for consumers, not only from a religious perspective but also as an indicator of product safety, hygiene, and quality. Interestingly, the demand for halal cosmetic products is not limited to Muslim consumers but has also expanded to non-Muslim communities, including the ethnic Chinese population in Singkawang City a community with considerable purchasing power. This phenomenon highlights the need to examine the factors influencing halal cosmetic purchasing decisions among non-Muslim consumers. This study aims to analyze the influence of price, product safety, and effectiveness on the decision to purchase halal cosmetics and to identify the most dominant influencing factors. A quantitative approach using a correlation survey method was employed in this study. This study involved 150 respondents selected through purposive sampling, consisting of ethnic Chinese consumers residing in Singkawang who had previously purchased halal cosmetic products. Data were collected using a Likert-scale questionnaire that had passed validity and reliability tests, with a Cronbach’s Alpha value of 0.999, indicating excellent reliability. Data were analyzed using multiple linear regression with SPSS version 30. The findings indicate that price and effectiveness have a positive and significant influence on purchasing decisions, whereas product safety does not significantly influence consumer decisions. Furthermore, the F-test confirms that price and effectiveness together have a significant influence on purchasing decisions (p < 0.001). These results indicate that ethnic Chinese consumers in Singkawang prioritize competitive prices and tangible product effectiveness over safety considerations, although the halal label still provides added value. This study contributes to the literature on non-Muslim consumer behavior toward halal products and offers practical insights for cosmetics companies in developing effective marketing strategies.