ABSTRACT
The aim of this study is to analyze the purchase intention of Indonesian female consumers on the detergent with halal label and the customers’ most dominant factors influencing the purchase intention. This study is based on the Theory of Planned Behavior model. It applies associative and comparative quantitative approach. The data is obtained through questionnaires with 5-point Likert scale, which are distributed to 50 respondents using purposive sampling in several areas in Jakarta. Those respondents are women who are exposed on halal detergent. This study uses Structural Equation Modeling (SEM), which is based on the variant with statistical technique of Partial Least Square (PLS) and uses SmartPLS software. This study finds that there are three factors of intention, namely attitude, subjective norm, and perceived behavioral control have positive influence on consumer’s intention to buy halal detergent.
