Pengaruh Inovasi Produk, Label Halal, Dan Label BPOM Terhadap Minat Beli Kosmetik Di Marketplace Shopee Pada Generasi Z (Studi Pada Mahasiswa Universitas Islam Malang)

Abstract

Abstract

This article evaluates whether product novelty, halal certification indicators, and BPOM registration status shape Generation Z consumers’ willingness to acquire cosmetic items through Shopee. The participants comprised Generation Z students enrolled at Universitas Islam Malang who had prior experience purchasing cosmetics on the platform. A quantitative explanatory design was adopted to address the objective of the analysis. Respondents were selected on the basis of predetermined criteria, producing 108 usable responses. Primary information was obtained by questionnaire and processed through a multiple linear regression model using SPSS. The empirical evidence demonstrates that each of the three predictors makes a positive and statistically meaningful contribution to buying interest when assessed individually, while their collective contribution is likewise significant. Accordingly, strengthening product novelty together with transparent halal assurance and regulatory safety information can reinforce consumers’ willingness to purchase cosmetics through Shopee.

Keywords: Product Innovation, Halal Label, BPOM Registration Label, Purchase Intention, Shopee Marketplace, Generation Z.