Industri kosmetik halal diprediksi mengalami pertumbuhan sebesar 10% dari tahun 2015-2020. Fenomena tersebut membuat perusahaan kosmetik berlomba-lomba untuk memberikan label halal pada produknya. Perusahaan tidak dapat bergantung hanya pada kehalalan produknya jika ingin bersaing dan bertahan dalam industri kosmetik halal. Perusahaan perlu mengetahui lebih jauh faktor apa saja yang dapat mempengaruhi niat beli produk kosmetik halal agar dapat memenangkan persaingan sehingga, penelitian ini dilakukan untuk mengetahui pengaruh halal awareness, religiosity, sertifikasi halal, dan pemasaran halal terhadap sikap konsumen serta pengaruh norma subjektif dan sikap terhadap niat beli produk kosmetik halal. Penyebaran kuesioner dilakukan dengan menggunakan metode online dan offline kepada 273 wanita karir beragama Muslim berusia 21-50 tahun yang merupakan pengguna aktif kosmetik di Surabaya. Penelitian ini menggunakan analisis Structural Equation Modeling (SEM) untuk menguji hipotesis. Temuan dari penelitian ini adalah terdapat pengaruh signifikan antara halal awareness, religiosity, sertifikasi halal, dan pemasaran halal terhadap sikap serta norma subjektif dan sikap berpengaruh signifikan terhadap niat beli produk kosmetik halal.

Several previous studies have examined the determinants of Muslim consumers' attitudes and intentions toward halal food products. However, until now there has not been much research that specifically discusses the influence of argument quality and religious symbol as a determinant of Muslim consumers' attitudes and intentions toward halal food products. Moreover, research using an experimental method with the Elaboration Likelihood Model (ELM) as the basic theory has never been done. Thus, this research aims to examine the influence of argument quality and religious symbol on the Muslim consumers' attitudes and intentions on halal food products using experimental methods and ELM as the basic theory. This research model was tested on 150 Muslim consumers in Indonesia in the 19-41 years age range. Analysis of Variance (ANOVA) and regression analysis was used to test the research hypothesis. It was found that there were significant differences in attitudes related to the presence and absence of halal logos on halal food products. However, the opposite effect is found on differences in the argument quality displayed by the seller on the description of halal food products. Finally, the results of the study also show that attitudes significantly influence the purchase intentions of Muslim consumers on halal food products.