Factors in influencing the purchase intention towards skincare products among Malaysian Muslim

Lim, Celine Mian Er and Ng, Ke Qing (2025) Factors in influencing the purchase intention towards skincare products among Malaysian Muslim. Final Year Project, UTAR.

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Abstract

Skincare products have become essential daily. More people become concerned about the ingredients and the harmful effects when using skincare products. Malay accounts for most of the population in Malaysia, who are generally Muslims. As Muslims, they need to ensure the use of Halal products that are free from prohibited ingredients according to Islamic principles. Therefore, this study investigates the factors influencing the purchase intention of skincare products among Malaysian Muslims by extending the Theory of Source Credibility (SCT). The research incorporates five key constructs–attractiveness, trustworthiness, expertise, and religious commitment–to assess their effect on purchase intention. Data were gathered through a structured questionnaire distributed to Malaysian Muslim respondents aged 18 years and above. Statistical Package for the Social Sciences (SPSS) was utilized to analyse a total of 299 valid responses. Findings revealed that attractiveness, trustworthiness, and expertise significantly influence purchase intention, whereas religious commitment did not significantly affect. This study contributes to academic literature by expanding the SCT framework and offers practical implications for marketers and policymakers aiming to implement for future skincare to boost sales in the Malaysian Muslim market. Recommendations for future research and industry practices are also discussed to further enhance the offering of halal skincare products for Malaysian Muslims. Keywords: Skincare; Purchase Intention; Muslim; Malaysia; Theory of Source Credibility; HALAL Subject Area: HF5410-5417.5 Marketing. Distribution of products

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