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All Journal BASKARA: Journal of Business and Entrepreneurship
Ryska Putri Madyasari
Universitas Terbuka
Economics, Econometrics & Finance Social Sciences Other

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From Value to Repurchase Intention: Integrating Perceived Value and Attitude in Halal Personal Care Consumption of Urban Gen Z Ryska Putri Madyasari; Endi Rekarti; Kurniawati Kurniawati
BASKARA : Journal of Business and Entrepreneurship Vol. 9 No. 1 (2026): BASKARA: Journal of Business and Entrepreneurship
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54268/baskara.v9i1.31890

Abstract

This research explores the drivers of repurchase intention for halal personal care products among urban Generation Z consumers in Jakarta by applying an extended Theory of Planned Behavior (TPB) approach. The model integrates perceived ethicality, halal-green branding, digital brand engagement, halal literacy, religiosity, perceived value, and attitude to explain consumers’ repurchase intention. Empirical data were gathered through an online survey involving 522 respondents recruited using purposive sampling. The hypothesized relationships, including both direct and indirect effects, were examined using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that perceived ethicality and religiosity do not directly influence repurchase intention but contribute to it through perceived value and attitude. In contrast, halal-green branding, digital brand engagement, and halal literacy demonstrate significant direct effects on repurchase intention, while also contributing indirectly through perceived value and attitude. The findings confirm the mediating roles of perceived value and attitude in linking ethical, religious, cognitive, and marketing-related factors to repurchase intention. Overall, the study shows that Generation Z consumers form repurchase intention through a multi-stage evaluation process involving cognitive understanding, attitudinal evaluation, and perceived product benefits. This research extends the TPB framework in the halal consumer context and offers practical insights for firms in strengthening halal literacy, optimizing digital engagement, and designing value-based branding strategies for urban young consumers.
Co-Authors Endi Rekarti, Endi Kurniawati .