Determinants factors influencing Muslim intention to purchase halal personal care: A study among Muslim community at Changlun, Kedah.

The halal personal care industry in Malaysia has experienced significant development, and the product competing well especially in the retail sector. The retail industry is market segment involved with many variety of products that are strictly prepared according to rules underlined by the laws. In addition, the concept of halal covers not only Shariah law, but also hygiene, sanitation and safety requirement. The significant development of halal personal care in Malaysia creates an opportunities to consumer choose their preferences brands. Therefore, this study aims to determine the factors influencing Muslim consumer to purchases halal personal care among Muslim community at Changlun, Kedah. This study using a quantitative research method with questionnaire development in assessing factors that influence Muslim to purchase halal personal care in at Changlun, Kedah. The underpinning theory is Theory of Consumption Value (TCV). The independent variable are Products Characteristic (PC), Knowledge (KW), Buying Behaviour (BB) and Social Value (SV). This study developed five questions for each variable. Unit of analysis for respondents is Muslim at Changlun, Kedah. The sample size is 242 Muslim by random choose at the area. The correlation analysis was analyzed using Pearson Correlation coefficient analysis. Meanwhile, the casual relationship was analyzed using multiple regression analysis. The skewness value for four variable in this study are between -1 and +1 that indicates normal distribution. The result of Cronbach’s alpha statistics test for measuring internal reliability is larger than 0.7 for all variables. Therefore. The four variable is suitable or the study. Next, the value of R-squared for model fit in this study is 0.774 that indicates a good model fit that explained 77.4% of variance in dependent variable. This study supported the hypothesis that indicates there is positive significant relationship of Product Characteristics (PC), Knowledge (KW), Buying Behaviors (BB) and Social Value (SV) towards Muslim Intention (DV). This findings of this study add consumer preferences halal personal care brand in provided at questionnaire. At the same time, this study provide suggestion to Halal Department Official Portal to developing better engagement and updating their portal to ease Muslim consumer.