Analisis Faktor-Faktor Yang Memengaruhi Niat Beli Makeup Halal Pada Generasi Z Di Kota Bekasi

Abstract

ABSTRACT

The use of cosmetics among Generation Z continues to increase, including in Bekasi City, which has the second highest national expenditure on cosmetics. However, awareness of the halal status of cosmetic products remains low. This study aims to analyze the factors influencing Generation Z's intention to purchase halal makeup in Bekasi City. The study employs the Theory of Planned Behavior (TPB) approach to analyze how halal makeup purchases are formed. The research was conducted using quantitative methods and Partial Least Square – Structural Equation Model (PLS-SEM) analysis, involving 168 Generation Z respondents in Bekasi City. The results of the study indicate that religiosity, price, utilitarian value, product quality, halal awareness, and halal knowledge have a positive and significant effect on the intention to purchase halal makeup.

Keywords: generation Z, halal makeup, purchase intention, SEM-PLS