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This study aims to extract information and analyze the antecedents of Muslims following pilgrimage tours. Data from the Central Bureau of Statistics Indonesia shows that 87.18 per cent of the total population of Indonesia are Muslims. In addition to running the ruling of Islam and the pillars of Faith, Muslims also maintain the religious tourism. The form of religious tourism which is widely followed by the Muslims of Indonesia is to follow a pilgrimage to the tomb of the wali (Guardian), both wali limo and wali songo.

This study used a qualitative approach. Data collection was done using in-depth interviews of Muslims in Indonesia who had already attended pilgrimages to wali limo and/or wali songo.

The tourists are satisfied and have an intention to revisit the destination, and the interest of the community to follow religious tours is very large, as well as the opportunities to do business in this sector are still wide open. Various motives and benefits of following religious tours, as well as suggestions for improvements for religious tourism destination managers, as well as advice for the government were uncovered. Thus, the results of this study are expected to provide a theoretical contribution related to marketing management in religious tourism and a practical contribution for the managers of religious tourism.

Further research can be done with a quantitative approach, as well as comparative studies between pilgrimages in Indonesia (developing countries) and pilgrimages in other developing countries or in developed countries can also be conducted.

For marketing practitioners, the results of this study can be used as a consideration to continue to improve services in the field of religious tourism in the country, given the potential for development is very large.

There is a contribution from this study to the development of marketing science, particularly related to marketing management on religious tourism services.

This study offers new insight regarding factors influencing Muslims pilgrimage tourism in Indonesia.

The purpose of this study is to analyze millennial generation purchase behavior on halal cosmetic products in Indonesia.

The research approach used is a quantitative approach with the research method in the form of a survey and the sampling technique using purposive sampling. The respondents in this study are 206 Muslim females of the millennial generation. Structural equation modeling (SEM) with AMOS software is used for analyzing the data of this study.

This study found that of the 11 hypotheses tested, 10 of them were accepted: H1, H2, H3, H4, H6, H7, H8, H9, H10 and H11. The accepted hypotheses are the influence of perceived value on trust, brand image on trust, brand image on attitude, religious belief on attitude, halal certification on halal awareness, trust on attitude and halal awareness on attitude. As for trust, attitude toward product, halal awareness affects the intention to purchase halal cosmetics. Moreover, H5 was not accepted, namely, the influence of religious belief on halal awareness. The findings of this study are expected to contribute to the development of marketing theory, specifically related to consumer behavior of halal cosmetic products, as well as the development of the concept of consumer behavior based on demographics, namely, the millennial generation.

This study is more comprehensive than previous studies, and this study is focused on the millennial generation.

This study aims to offer a holistic halal cosmetic consumption framework by describing the current knowledge about halal cosmetics and presenting new directions for future research.

The theory, method and context–attributes, decision and outcome systematic review framework was used in this study. This study addresses the halal cosmetics literature published in the Scopus database: nonpredatory journals between 2010 and 2021.

This study found seven antecedent categories that affect four halal cosmetics consumption decisions. Those decisions led to three outcomes. In addition, behavioral theories were identified as the most frequent theory used to explain this phenomenon in personal and business settings.

To the best of the authors’ knowledge, this is the first systematic review of halal cosmetics consumption. This study explores the relevant theories, contexts, methods, antecedents and consumer decisions. Therefore, this study offers important insights into this phenomenon.