Pengaruh Religiusitas terhadap Niat Beli Kosmetik Halal dengan Sikap Millenial sebagai Mediasi

Abstract

Indonesia is a Muslim-majority country, so halal products are important for the community. Most cosmetics are produced by non-Islamic countries, which can lead to disagreements about whether the raw materials used are halal. This study aims to examine the effect of religiosity and attitude toward halal cosmetics on purchase intention. This field of research is still relatively scarce despite advances in the halal cosmetics business in Indonesia. The method used in this study utilized a sample of the millennial generation and was further analyzed using SEM. The results show that religiosity plays an important role in shaping attitudes and purchase intentions. In the end, it was found that attitude has a mediating role in the impact of religiosity on purchase intention. Therefore, industry stakeholders need to prioritize religiosity considerations in their product promotion efforts, as this can effectively stimulate purchase intention.