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November 8, 2025Indonesian Journal of Halal ResearchOpen Access

Moderator Effect of Halal Certified Awareness on Millennials and Generation Z Purchasing Decisions of Non-Halal Beauty Products

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Authors

JJJuliana JulianaMMMardiatunnisa MardiatunnisaRRRida Rosida

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Overview

Survey reveals brand image, halal certification affect purchasing decisions in Millennials and Gen Z, highlighting marketing needs.

Key Points

  • Purchasing decisions are significantly impacted by attitude, with a beta of 0.677 and p < 0.001, showing strong influence.
  • Brand image exhibits a further influence on attitude with a beta of 0.778, demonstrating its central role in consumer preferences.
  • The analysis employs Partial Least Squares-Structural Equation Modeling, explaining 74.4% of variance in purchasing decisions across 290 respondents.
  • Halal awareness negatively affects purchasing decisions, suggesting that consumer trust in halal products needs to be established.

Cite This Study

Juliana et al. (2025) studied this question.

synapsesocial.com/papers/690e8b75a5b062d7a4e73784https://doi.org/10.15575/ijhar.v7i2.38344
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Investigating factors affecting purchase intention of halal cosmetics products among Millennial consumers: findings from PLS-SEM approach2025 · 5 citations
  2. 2Analysis of Factors Influencing Millennial Consumers' Decision in Buying Halal Cosmetics2024 · 1 citations
  3. 3Halal Knowledge, Religiosity, and Halal Awareness: Determinants of Generation Z Consumers Purchase Decision2025 · 2 citations
  4. 4Factors Shaping the Preference for Halal Beauty Supplements among the Younger Generation2024
  5. 5Halal Cosmetics Purchase Intention through Brand Awareness, Sharia Compliance, Social Influence, and Consumer Attitude2024