Exploring How Halal Knowledge and Awareness Shape Gen Z’s Decisions to Buy Halal Cosmetics

Abstract

This study aims to analyze the influence of halal knowledge and halal awareness on the purchase decisions of halal cosmetics among Generation Z in Banda Aceh. The halal cosmetics industry continues to grow in line with increasing halal literacy and the religious sensitivity of young consumers in regions that implement Islamic law. This research employs a quantitative approach with 120 respondents selected through a saturated sampling technique, and the data were analyzed using multiple linear regression with SPSS 26.0. The results indicate that halal knowledge significantly affects purchase decisions, while halal awareness does not have a significant partial effect. However, both variables simultaneously have a significant effect with a contribution of 6.5%, while 93.5% is influenced by other factors. These findings highlight the importance of halal literacy, producer transparency, and digital communication strategies to strengthen Generation Z’s preference for halal cosmetics.