Religiosity, Halal Certification, and TikTok Influencers on Halal Cosmetic Purchase Intention: The Mediating Role of Attitude

Abstract

This study examines how religiosity, halal certification, and TikTok influencer evaluation affect halal cosmetic purchase intention through attitude among Muslim Generation Z and millennial TikTok users in Indonesia. A quantitative explanatory cross-sectional survey was conducted with 150 purposively selected respondents, and the data were analyzed using PLS-SEM. The measurement model met convergent-validity and reliability criteria. The structural model explained 47.4% of the variance in attitude and 57.2% of the variance in purchase intention. Religiosity (β = 0.501, p < 0.001), halal certification (β = 0.355, p < 0.001), and TikTok influencer evaluation (β = 0.404, p < 0.001) positively affected attitude. Religiosity (β = 0.498, p < 0.001) and halal certification (β = 0.358, p < 0.001) positively affected purchase intention, whereas the direct TikTok influencer effect was not significant (β = 0.058, p = 0.384). Attitude positively affected purchase intention (β = 0.220, p = 0.004) and partially mediated religiosity and halal certification. For TikTok influencers, the direct path was nonsignificant but the indirect path through attitude was significant (β = 0.089, p = 0.010), which is described as indirect-only mediation rather than indirect-only mediation. The novelty lies in showing, within one integrative TPB-based model, that internal religious values and institutional halal assurance can operate directly and indirectly, whereas TikTok influencer communication is translated into purchase intention primarily through attitude. These findings clarify the psychological mechanism of influencer marketing in halal cosmetics and provide implications for credible, informative, and halal-consistent digital marketing.