Gen Z' Halal Cosmetic Purchasing: Merely a Way of Life?

Akfini Farihah Fiddarayni; Sepky Mardian

Gen Z' Halal Cosmetic Purchasing: Merely a Way of Life?

Akfini Farihah Fiddarayni, Sepky Mardian

Abstract

Generation Z (Gen Z) have distinctive consumer behavior as trends massively influence them. This study aims to determine the effect of financial literacy, halal certification, and halal awareness of halal-labelled cosmetics among Gen Zs, using the case of undergraduate students in Depok. The methodology used is quantitative with a causal approach. The data were obtained from 101 female students filling out the questionnaire. The data was processed using Partial Least Squares-Structural Equation Model (PLS-SEM). The findings indicated that f inancial literacy influenced the users of halal cosmetics. However, halal variables related to halal certification and awareness have not significantly influenced cosmetic consumption.

Abstrak. Gen Z memiliki perilaku konsumen yang khas karena tren me mengaruhi mereka secara besar-besaran. Penelitian ini bertujuan untuk menge tahui pengaruh literasi keuangan, sertifikasi halal, dan kesadaran halal kosmetik berlabel halal di kalangan Gen Z dengan menggunakan kasus mahasiswa S1 di Depok. Metodologi yang digunakan adalah kuantitatif dengan pendekatan kausal. Data diperoleh dari 101 mahasiswi yang mengisi kuesioner. Data diolah dengan menggunakan Partial Least Squares-Structural Equation Model (PLS SEM). Temuan menunjukkan bahwa literasi keuangan memiliki pengaruh signifikan terhadap pengguna kosmetik halal. Namun variabel halal terkait sertifikasi dan kesadaran halal tidak berpengaruh signifikan terhadap konsumsi kosmetik halal.

Keywords

Cosmetics; Financial Literacy; Halal Certification; Halal Awareness

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DOI: 10.15408/aiq.v14i2.26866