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All Journal Signifikan : Jurnal Ilmu Ekonomi Jurnal Ekonomi dan Bisnis Islam Indonesian Journal of Halal Research Review of Islamic Economics and Finance Indonesian Journal of Islamic Business and Economics (IJIBE) Islamic Social Finance Amwaluna: Jurnal Ekonomi dan Keuangan Syariah
Rosida, Rida
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Religion Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology Social Sciences Other

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Moderator Effect of Halal Certified Awareness on Millennials and Generation Z Purchasing Decisions of Non-Halal Beauty Products Juliana, Juliana; Mardiatunnisa, Mardiatunnisa; Rosida, Rida; Nasim, Arim; Budiwati, Neti; Azim, Mohammad; Rusydiana, Aam Slamet
Indonesian Journal of Halal Research Vol. 7 No. 2 (2025): August
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ijhar.v7i2.38344

Abstract

This study examines the impact of beauty influencers, brand image, and awareness of halal certification on Muslim women’s purchasing decisions regarding non-halal certified beauty products, utilizing the Stimulus–Organism–Response (SOR) framework. Data were collected from 290 respondents and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The model explains 74.4% of the variance in purchase decisions and 62.7% of the variance in attitude, indicating strong explanatory power. The results reveal that beauty influencers have a significant impact on brand image (β = 0.146, p < 0.01) and attitude (β = 0.072, p < 0.05), while brand image has a strong influence on attitude (β = 0.778, p < 0.001). Attitude has a substantial positive effect on purchase decisions (β = 0.677, p < 0.001) and mediates the impact of beauty influencers on purchasing behavior. In contrast, brand image does not directly influence purchase decisions. Furthermore, awareness of halal certification negatively affects purchasing decisions (β = –0.235, p < 0.001) and weakens the relationship between attitude and purchasing decisions (β = –0.076, p < 0.01). These findings underscore the pivotal role of consumer attitudes in shaping purchase intentions, while also highlighting the significance of halal awareness in the beauty industry. The study suggests that strengthening halal literacy and implementing strategic marketing are essential for enhancing consumer trust and supporting the growth of halal-certified beauty products.
Co-Authors Aam Slamet Rusydiana, Aam Slamet Alam, El-Islam Purnama Azim, Mohammad Cakhyaneu, Aneu Fatimah, Salsabila Husnul Firmansyah Firmansyah Hardiansyah, Kiki Inomjon, Qudratov Ismail, Shafinar Juliana Juliana Juliana Kusnendi, Kusnendi Mahri, A Jajang. W Mardiatunnisa, Mardiatunnisa Monoarfa, Hilda Muhammad Abduh Muhammmad Zulfikar Rakhmat Mumuh Muhammad Nasim, Arim Neti Budiwati Nurasyiah, Aas Oktaviani, Nola Oroji, Ahmad Muhammad Permana, Erwin Syiva, Asyhari Nadzilla Utami, Suci Aprilliani