Determinants of Repeat Purchase Intention Through Brand Trust: Study on Halal Cosmetics Among Non-Muslim Consumers

Abstract

The increasing demand for halal cosmetics has expanded beyond Muslim consumers, reflecting a broader perception of halal products as symbols of quality, safety, and integrity. Wardah, Indonesia’s pioneering halal cosmetic brand, has successfully attracted non-Muslim consumers, accounting for nearly 40% of its market share. This study aims to analyze the factors influencing repeat purchase intention through brand trust among non-Muslim consumers of Wardah lipstick. The research employs a quantitative approach using Structural Equation Modeling (SEM) with LISREL 8.8, based on data collected from 140 non-Muslim respondents. The findings reveal that celebrity endorsement credibility, halal labelling, brand image, and perceived quality each have a significant positive relationship with brand trust. Furthermore, brand trust significantly influences repeat purchase intention. These results indicate that non-Muslim consumers perceive halal attributes not only as religious symbols but also as indicators of product reliability and quality. The study contributes to the understanding of how halal branding can appeal to a wider consumer base and offers managerial insights for cosmetic brands seeking to enhance customer loyalty through brand trust.