Recently, increasing consumer demand has caused the adage to transform to “have what sells”. To keep up with the ever-changing demand of cosmetics, producers and retailers try to supply a product that has the group of attributes most preferred by their customers. This study was conducted in developing country – Indonesia. After reviewing relevant literature, a survey was conducted taking product namely cosmetics. These originated the motivation of this study. The purpose of this study is to investigate the effect of product attributes which consist of Halal certification, ingredient, advertisement, endorser recommendation, and volume & price cues on purchase intention. Furthermore, this research also highlights the moderating effects of consumer’s demographic consist of gender, age, and social status.
Halal certification, ingredient, advertisement, endorser recommendation, and price are independent variables; purchase intention is the independent variable; and consumer demographic is the moderator variable. Full-profile Approach of Conjoint Analysis has been used to measure the effect of product attributes on consumer intention, but has been classified based on consumers demographic. A total 800 questionnaires were distributed too 800 consumers in Indonesia. In addition, this research is valuable for marketers who work on related topics according to cosmetic attributes perspective or many foreign companies who try to enter Indonesian market, including Taiwanese companies.
