<![CDATA[Indonesia, as a country with a large Muslim population, has significant potential in the halal sector, particularly among Generation Z. However, despite Generation Z's high level of halal awareness and religiosity, there is a discrepancy between this awareness and actual purchasing behavior. This study aims to analyze the influence of income, religiosity, halal awareness, and beauty influencers on Generation Z's purchasing decisions for Paragon cosmetic products in Malang City. Data analysis was conducted using the Structural Equation Modeling (SEM) method. The results of this study indicate that income, halal awareness, and beauty influencers have a significant positive influence on purchasing decisions. Religiosity does not have a significant influence on purchasing decisions. The results of this study are expected to be taken into consideration in developing marketing strategies and products that are in line with the characteristics of Generation Z, which currently constitutes the largest segment of cosmetics consumers.]]>
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