Muhammad Iqbal Mahdi, Jeihan Ali Azhar, Anindita Imam Basri

Determinants of Halal Cosmetics Purchase Intention in Gen-Z: An Empirical Study in Java Island

Introduction

Determinants of halal cosmetics purchase intention in gen-z: an empirical study in java island. Explore Gen-Z's halal cosmetic purchase intention in Java. This study empirically analyzes how halal marketing, labeling, knowledge, brand image, & product quality influence buying interest.

Abstract

This study aims to analyze the influence of halal marketing, halal labeling, knowledge, brand image, and product quality on the interest in buying halal cosmetics in the Zilenial generation.The method used in this study is a quantitative survey approach through a questionnaire with a sample of 211 Gen-Z respondents who were selected by purposive sampling based on birth criteria between 1997-2012, domiciled on the island of Java and had bought halal cosmetic products. Data analysis was carried out using Structural Equation Modeling (SEM) technique. This study shows that halal marketing, halal labeling, halal knowledge, brand image, and product quality have a significant influence on buying interest. The implications of this research can be used by halal cosmetics industry players as a basis for formulating marketing strategies that are more effective and in accordance with the characteristics of Gen Z. By utilizing the right strategy, companies can help the country's economic growth.

Review

This study offers timely and valuable insights into the determinants of halal cosmetics purchase intention among the Gen-Z demographic, a critical and growing consumer segment, specifically within the context of Java Island. By empirically investigating factors such as halal marketing, halal labeling, consumer knowledge, brand image, and product quality, the research addresses a relevant gap in understanding the nuanced decision-making processes of young consumers in the halal market. The finding that all hypothesized variables significantly influence buying interest provides a comprehensive framework for understanding this complex consumer behavior, positioning the study as a significant contribution to both marketing literature and the expanding halal industry. The methodological approach employed, a quantitative survey using Structural Equation Modeling (SEM) with a sample of 211 Gen-Z respondents, appears robust and appropriate for analyzing the multifaceted relationships between the chosen variables. The purposive sampling strategy, focusing on Gen-Z individuals (born 1997-2012) domiciled in Java who have prior experience purchasing halal cosmetic products, ensures that the data collected is highly relevant to the study's specific objectives. This targeted approach strengthens the internal validity of the findings, as it directly examines the experiences and perceptions of the intended consumer group within a defined geographical area, allowing for a focused analysis of their purchase motivations. While the study provides robust findings, it is important to consider certain aspects for future research. The focus on Gen-Z consumers who *had already bought* halal cosmetic products, while useful for understanding repeat or existing purchase behavior, might limit insights into factors influencing initial adoption or converting non-users. Additionally, the study's geographical confinement to Java Island, while providing detailed regional insights, suggests that the generalizability of these findings to other regions or countries with different cultural contexts or market maturities for halal cosmetics would require further investigation. Nevertheless, the identified significant determinants offer actionable implications for halal cosmetics industry players, providing a solid empirical basis for formulating effective marketing strategies tailored to Gen-Z and potentially contributing to national economic growth. Future research could expand on these findings by exploring cross-cultural comparisons or employing qualitative methods to delve deeper into the psychological underpinnings of Gen-Z's halal cosmetic preferences.

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