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Indonesia witnessed significant demographic and economic change over the past few decades. The share of women participating in formal employment continues to increase with improvement in women’s access to formal education. These and other changes have influenced consumption patterns. This study investigates the effect of price, Halal labelling and product suitability to different skin types on decisions to purchase cosmetics among formally employed middle class women using female Muslim academicians as a case study. Primary data were gathered through questionnaires. Cronbach’s Alpha was run to assess the reliability and validity of the study instrument. Findings show that price has no significant effect on purchasing decisions while Halal labelling and product suitability were found to significantly influence purchasing decisions. Keywords— Middle Class Female Muslim, Halal Cosmetics, Purchasing Decision.

Assessing Factors Influencing the Purchase Decision of Cosmetics among Middle Class Female Muslims