Abstract
This research aims to determine the influence of brand image, halal labeling, and halal awareness on the decision to purchase halal cosmetics by Generation Z in Malang City. This research uses a quantitative approach with a binary logistic regression analysis model, primary data from distributing questionnaires to 96 Generation Z respondents in Malang City. The results of the analysis show that simultaneously, the variables brand image, halal labeling, and halal awareness have a significant positive influence on the decision to purchase halal cosmetics. Partially, brand image and halal awareness have a significant positive influence, with odds ratio values ​​of 1.539 and 2.020 respectively. The halal labeling has no significant effect, even though the odds ratio value is 1.428. It is hoped that this research can become a reference for the government to simplify halal certification procedures and strengthen cooperation with BPOM. Apart from that, this research can be a reference for halal cosmetics manufacturers to ensure that the products they distribute to the public are certified halal.
Published Version
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