The Influence of Halal Logo and Religiosity on Generation Z’s Halal Cosmetics Purchase Intention in Indonesia

Manal Rahmawati (Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Special Region of Yogyakarta, Indonesia)
Sumadi Sumadi (Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Special Region of Yogyakarta, Indonesia)

Asian Journal of Management, Entrepreneurship and Social Science
Vol. 3 No. 04 (2023): November, Asian Journal of Management, Entrepreneurship and Social Science

The purpose of this study was to analyze the effect of Halal Logo and Religiosity on Generation Z's Halal Cosmetics Purchase Intention in Indonesia. The analysis used uses the AMOS version 26.0 application program. This research was conducted in Indonesia. This research is causality research with independent variables including Halal Logo and Religiosity and dependent variables including attitude and purchase intention. The population used is all generation z halal cosmetic consumers in Indonesia. The sampling technique used nonprobability sampling, namely purposive sampling. The number of samples used was 205 respondents and analyzed using the SEM approach. The results of data analysis show that the halal logo and attitude have a positive and significant effect on purchase intention. Halal logo has a positive and significant effect on attitude. Religiosity has a negative and insignificant effect on attitude. Religiosity has a positive and significant effect on purchase intention.