5.BİLSEL INTERNATIONAL EFES SCIENTIFIC RESEARCHES AND INNOVATION CONGRESS
EXPLORATION OF SOCIAL AND CULTURAL FACTORS THAT INFLUENCE THE CHOICE OF HALAL COSMETICS AMONG MUSLIM WOMEN
Yazarlar:
Mutiara Insani SOLIKHAH
Hendri Hermawan ADINUGRAHA
Muhammad SHULTHONİ
This study aims to explore the social and cultural factors that influence the choice of halal cosmetics among Muslim women. Using a qualitative approach, this research involved 40 Muslim female participants aged 18 to 40 years in Jakarta, Yogyakarta and Surabaya. Data was collected through in-depth interviews and focus group discussions (FGD). The research results showed that the influence of family and friends was a significant factor in decision making, where 70% of participants relied on recommendations from people closest to them. In addition, education level is positively related to awareness of the importance of halal products, while social media serves as the main source of information, especially through beauty influencers. Religious and cultural values are also proven to be the main drivers in choosing halal cosmetics, with Muslim women placing halal products as a priority. Even though the social stigma towards non-halal products is decreasing, some participants still feel pressure from the social environment regarding their cosmetic choices. This research concludes that the decision to choose halal cosmetics is influenced by complex interactions between social and cultural factors, and emphasizes the importance of education to increase awareness about halal products among Muslim women. These findings can be a reference for cosmetic manufacturers to formulate more effective marketing strategies in this market segment.
