The Effect Of Halal Certification, Social Media And Consumer Awareness On Gen Z's Interest In Buying Halal Cosmetics In Plampang District
Abstract
This study aims to examine the influence of halal certification, social media, and consumer awareness on the purchasing interest of halal cosmetics among Gen Z in Plampang District. Data collection in this study was conducted through distributing questionnaires with a purposive sampling method using a 5-point Likert scale from 98 respondents. The relationship between variables was analyzed using structural equation modeling with a partial least squares approach with the SmartPLS 4.0 statistical tool. The results of this study show that halal certification, social media, and consumer awareness have a positive and significant effect on the purchasing interest of halal cosmetics among Gen Z in Plampang District. This finding confirms that these three factors have an important role in driving purchasing decisions for halal cosmetics, so they can be a basis for consideration for industry players and marketers in designing more effective marketing strategies in the future.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
