Pengaruh Halal Knowledge, Islamic Religiosity, dan Attitude Terhadap Keputusan Pembelian Kosmetik Halal di Kalangan Generasi Z di Universitas Islam Malang

Syema Yusfiah, Dwiyani Sudaryanti, Ratna Tri Hardaningtyas

Abstract


This study aims to analyze the influence of Halal Knowledge, Islamic Religiosity, and Attitude on the purchase decision of Wardah brand halal cosmetics among Generation Z at the Islamic University of Malang. The research is based on the Theory of Planned Behavior (TPB) proposed by Ajzen (1991. A quantitative research method with a survey approach was used. Data were collected from 100 Generation Z respondents who are users of halal cosmetics at the Islamic University of Malang. Data analysis was performed using SPSS software, including instrument testing (validity and reliability), multiple linear regression analysis, classical assumption testing, and hypothesis testing.

The results showed that the Islamic Religiosity variable had a significant influence on the purchase decision of Wardah brand halal cosmetics. This indicates that the higher a person's level of Islamic religiosity, the more likely they are to purchase halal cosmetic products. However, the Halal Knowledge and Attitude variables did not show a significant influence on purchase decisions. This shows that knowledge about halal products and a positive attitude towards halal products do not directly affect purchase decisions among Generation Z at the Islamic University of Malang. This research provides practical implications for halal cosmetic producers in designing more effective marketing strategies by emphasizing religious values in marketing communication.

Keywords: Halal Knowledge, Islamic Religiosity, Attitude, and Purchase Decision

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