There are many cosmetic brands that sell in the market, sometimes make consumer confused to choose an option. Indonesia is one of country with the biggest Muslims in the world. The purpose of this study is to know about what factors that can be affect the purchase intention a halal cosmetic product which called Wardah.
This research is categorized as survey research with descriptive analysis method by taking sample and using questionnaire as the main data. The sample in this research are the womans who likes to use cosmetic in Indonesia. The respondents are chosen by using nonprobability sampling and convenience sampling techniques. The results of analysis using Structural Equation Modeling (SEM) and its result would be summarized as below:1). Brand Awareness has not influence toward purchase intention with halal cosmetic product in Indonesia. 2). Brand Awareness has positive and significant influence toward brand image with halal cosmetic product in Indonesia. 3). Brand Awareness has positive and significant influence toward perceived quality with halal cosmetic product in Indonesia. 4). Brand Image has not influence toward perceived quality with halal cosmetic product in Indonesia. 5). Brand Image has not influence toward purchase intention with halal cosmetic product in Indonesia. 6). Perceived Quality has positive and significant influence toward purchase intention with halal cosmetic product in Indonesia. 7). Halal Awareness has positive and significant influence toward purchase intention with halal cosmetic product in Indonesia.
Keywords: Brand Awareness, Brand Image, Perceived Quality, Halal Awareness, Purchase Intention