<![CDATA[This study examines the adoption of a halal lifestyle in cosmetic consumption among university students by identifying key determinants of their purchasing decisions. Utilizing an exploratory quantitative approach, data were collected from 278 students at Dharma Andalas University. The analytical framework employed factor analysis to condense behavioral dimensions, followed by logistic regression to evaluate their influence on purchase potential. The findings reveal four primary factors: Commitment to Halal Consumption, Preference for Sharia-Compliant Systems, Awareness of Halal Labeling, and Brand Trust. Notably, Commitment to Halal Consumption emerged as the most significant predictor of high purchasing propensity. These results imply that to capture the Generation Z segment, cosmetic manufacturers must move beyond surface-level labeling and reinforce the intrinsic value of halal integrity as a core brand proposition, catering to the ethical and religious expectations of academic demographics.]]>
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