Muslim Z Generation Purchase Behavior on Halal Cosmetics and Skincare

Dia Purnama Sari; Itsla Yunisva Aviva; Utari Evy Cahyani

doi:10.24952/tijaroh.v8i2.5282

Muslim Z Generation Purchase Behavior on Halal Cosmetics and Skincare

Dia Purnama Sari (UIN Sunan Kaliijaga, Indonesia)
Itsla Yunisva Aviva (IAIN Palangkaraya, Indonesia)
Utari Evy Cahyani (IAIN Padangsidimpuan, Indonesia)

Abstract

Kosmetik halal memiliki potensi besar untuk menjadi perhatian konsumen Muslim Generasi Z. Penelitian ini mencoba mengeksplorasi perilaku Muslim Z Generation dalam membeli kosmetik dan skincare halal. Penelitian ini dilakukan dengan menggunakan metode penelitian campuran. Dari penelitian ini dapat disimpulkan bahwa Muslim Z Generation yang menjadi responden penelitian ini sudah mulai melakukan pembelian kosmetik dan perawatan kulit. Hasil penelitian menyatakan bahwa kualitas dan keamanan produk menjadi alasan utama untuk membeli dan menggunakan kosmetik dan perawatan kulit halal. Alasan lain Muslim Z Generation menggunakan kosmetik dan perawatan kulit halal adalah karena keyakinan agama. Dengan mempelajari perilaku pembelian konsumen yang dapat memprediksi kebutuhan kosmetik dan produk perawatan pribadi berlabel halal,

Keywords

intention, behavior, halal, cosmetics, skincare

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DOI: https://doi.org/10.24952/tijaroh.v8i2.5282