Looking at the beauty of halal through the stimulus-organism-response model and gender perspectives: the case of Indonesian Muslim

Purpose This study aims to explore the impact of external stimuli – perceived product quality, advertising value and the halal logo – on Muslim consumers’ attitudes and purchase intentions, using the stimulus–organism–response (S-O-R) model in accordance with its traditional framework. Additionally, it seeks to analyze and compare the purchasing behaviors of male and female consumers in the context of halal cosmetics. Design/methodology/approach An online survey using purposive sampling was conducted with 635 Muslim consumers in Indonesia to test the proposed model using structural equation modeling. Findings The results demonstrated that perceived quality, advertising value and the halal logo significantly enhance attitudes toward halal cosmetics. However, when it comes to purchase intention, only advertising value and the halal logo directly influence it. In terms of gender comparison, the study found significant moderation of gender in the relationship between advertising value and attitude, with this influence being more pronounced among male consumers. The findings indicate that both perceived quality and the halal logo significantly and positively impact attitudes and purchase intentions for both male and female Muslim consumers, with a notably stronger effect observed among females. Interestingly, the influence of advertising value on attitude is significant only among male consumers, highlighting a gender-specific response to advertising stimuli. Practical implications The study suggests that businesses operating in the halal cosmetics market should focus on enhancing consumers’ perception of product quality through halal certification. Additionally, they should tailor their marketing strategies based on gender differences and prioritize the prominent display of the halal logo. These actions are expected to positively influence the attitudes and purchase intentions of Muslim consumers in Indonesia. Originality/value This study introduces a novel approach to the understanding of consumer behavior toward halal cosmetics by emphasizing the frequently overlooked role of external influences through the S-O-R theory. In contrast to earlier research, which predominantly focused on internal factors and religious compliance, this study explores the impact of marketing interventions such as product quality, advertising and the presence of a halal logo. Additionally, it distinguishes itself by examining the purchasing behavior of both female and male consumers in the realm of halal cosmetics.