Influence of knowledge and religiosity on intention to repurchase halal personal care products

The Muslim population in the world continues to increase and it is expected to grow to 2.2 billion by 2030 and it will cause the expanding demand for halal products. However, the demand growth is not always followed by supply from a trusted manufacturer of halal products. Halal in Islam is very important, not only for what one consumes internally but also what is consumed externally and comes into contact with one's body, such as personal care products. Many Indonesian people are only concerned with halal food and have not realized the importance of the "halalness" of personal care products that can affect the God's acceptance of daily worship such as their prayer (shalah). This study aimed to examine how the perception of halal concept in Islam can affect a consumer's intention to repurchase a product based on his or her level of religiosity, knowledge, and attitude, and the impact of the consumer's perception in determining the intention of repurchasing personal care products in Indonesia. Participants of this study were 250 respondents over the age of 18 years and who had purchased personal care products in the last six months. This study was used survey method with self-administrated questionnaire and closed-ended questions. Data analysis was performed using the structural equation modeling method using LISREL 8.51 software. The results showed that variables have a significant effect on indirect relationship, while indirect relationship shows insignificant influence between knowledge to the intention of repurchasing. However, the relationship between religiosity and the intention of repurchasing shows a significant influence for halal personal care products.