Purchasing Decision of Halal Cosmetic Products Among Gen Z

Gen Z is a consumer group increasingly aware of the importance of compliance with religious values and principles, including choosing halal cosmetic products. With the current high level of Generation Z, cosmetic businesses can protect their sustainability by concentrating on the variables that impact their purchasing decisions. The purpose of this study is to examine the elements that impact Gen Z consumers' purchase decisions for halal cosmetic product. This study employed a quantitative technique, delivering an online questionnaire with 25 statements and a five-point Likert scale. This survey included 400 respondents who use halal cosmetic products in Indonesia. The obtained data were then evaluated with PLS-SEM analysis using SmartPLS software. The study's findings show that religiosity, transparent product knowledge, effective advertising, and halal labeling on items all have a substantial impact on customer purchase decisions. In comparison to other variables, advertising has the biggest influence on purchasing decisions. A successful and focused advertising plan has the potential to significantly impact consumer preferences and urge them to make purchases. A better understanding of consumer preferences and efforts to build strong relationships with related communities can help companies positively influence purchasing decisions.