Consumer buying behavior towards point-of-sale material of halal cosmetic products

The purpose of this research is to investigate the influence of various Point of Sale Materials (POSM) - Free Coupons, Free Samples, BOGO, and Discounts - on consumer buying behavior in the halal cosmetic industry. It aims to provide a deeper understanding of how these marketing strategies affect the purchasing decisions of Muslim consumers, particularly in relation to their religious and ethical values. This quantitative study, employing purposive sampling, investigates the impact of POSM on the purchasing behavior of halal cosmetic products. The research spans from March 2023 to June 2023, the data were collected over four months, garnering 245 respondents out of 260 shared questionnaires, resulting in a 92% response rate. Focusing on Wardah cosmetics as the research object—a pioneer of halal cosmetics in Indonesia consistently employing POSM—the study utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The findings reveal that free coupons and BOGO exert a positive and significant influence on consumer behavior, while free sample and discount demonstrate a positive but not statistically significant effect. This research contributes valuable insights into the effectiveness of distinct marketing strategies through the examination of diverse promotional tools on consumer buying behavior. This resarch provides a comprehensive analysis of the effectiveness of various Point of Sale Materials (POSM) in influencing consumer buying behavior, specifically within the context of halal cosmetics. This targeted focus on halal cosmetic products adds a new dimension to the understanding of consumer behavior in this rapidly growing sector.