JURNAL MAHARDIKA ADIWIDIA - VOL. 01 NO. 2 MEI 2022, 75-85 Terbit online pada laman: http://jurnal.usahid.ac.id/index.php/mahardikaadiwidia/index Jurnal Mahardika Adiwidia e-ISSN: 2830-7887 Halal Label on Japanese Skincare and Its Implication on Indonesian Muslim Consumers’ Buying Decision through Religiosity Wirawan 1*) , Sabrina Sofi Qadrifa 2) , Mitariza Migunani 3) 1*,2,3) Program Pascasarjana, Institut Komunikasi dan Bisnis LSPR *) email korespondensi: wirawan_tan@yahoo.com Diterima: 03-01-2022| Direvisi: 10-02-2022 | Disetujui: 04-03-2022 | Publikasi online: 31-05-2022 ABSTRACT This research aims to examine the impact of halal label on buying decision that is mediated by religiosity. Previous studies on these variables did not illustrate consistent findings. Therefore, this research is done to provide more empirical evidence by studying Skin Aqua, a Japanese skincare brand in Indonesia that has recently displayed a halal label on its new packaging. Using a survey method, the questionnaires were distributed to 100 respondents selected by using the purposive sampling technique. The path analysis technique was used to examine the hypotheses. The result indicates that halal labels cannot directly bring a significant influence on buying decisions, but religiosity does. Moreover, religiosity may strengthen the impact of halal labels on Indonesian Muslim consumers’ buying decisions, because the effect of Halal Label to Buying Decision is more significant in an indirect manner rather than the direct one. Kata kunci: Halal Label, Religiosity, Buying Decision INTRODUCTION Beauty industry is rapidly expanding in Indonesia. According to Bappenas (2018), Indonesia is considered as the second country after India that possesses the largest number of cosmetic consumptions. Indonesia cosmetics sales reached USD 1,029 billion in 2012, increased to USD 1,557 billion in 2019, and are expected to rise by USD 2,977 in 2023 (Gumiwang, 2019). In global context, Bappenas (2018) mentioned that skincare products are predicted to increase by 31 per cent from 2017 to 2022. Interestingly, this growth will be led by the Asia Pacific region due to the rising public awareness towards taking care of skin health, the company’s expansion, and the increasing middle-class consumption. When it comes to Indonesia, the market size of skincare products was worth USD 9,758 million in 2019 and is expected to reach USD 14,716 million by 2027 (Allied Market Research, 2020). From local to international brands, skincare products can easily be found in Indonesia. However, since it maintains the largest Muslim population around the world, Indonesia consequentially requires international skincare brands to synchronise their product specification to meet Indonesian Muslim-majority market. Passing the halal standard is one of the most important things that have to deal with. Bappenas (2018) defines halal beauty products as commodities manufactured from components that meet Islamic standards, such