Purchase behavior of millennial female generation on Halal cosmetic products

Purpose The purpose of this study is to analyze millennial generation purchase behavior on halal cosmetic products in Indonesia. Design/methodology/approach The research approach used is a quantitative approach with the research method in the form of a survey and the sampling technique using purposive sampling. The respondents in this study are 206 Muslim females of the millennial generation. Structural equation modeling (SEM) with AMOS software is used for analyzing the data of this study. Findings This study found that of the 11 hypotheses tested, 10 of them were accepted: H1 , H2 , H3 , H4 , H6 , H7 , H8 , H9 , H10 and H11 . The accepted hypotheses are the influence of perceived value on trust, brand image on trust, brand image on attitude, religious belief on attitude, halal certification on halal awareness, trust on attitude and halal awareness on attitude. As for trust, attitude toward product, halal awareness affects the intention to purchase halal cosmetics. Moreover, H5 was not accepted, namely, the influence of religious belief on halal awareness. The findings of this study are expected to contribute to the development of marketing theory, specifically related to consumer behavior of halal cosmetic products, as well as the development of the concept of consumer behavior based on demographics, namely, the millennial generation. Originality/value This study is more comprehensive than previous studies, and this study is focused on the millennial generation.