Abstract:
Along with developments in the era that demand appearance, cosmetics are no longer a secondary
need for many people, especially women. Cosmetics are a primary need that is used to beautify
one's appearance, even in everyday life. However, the increasingly rapid growth in the number of
cosmetics users has resulted in many brands emerging, some of which do not even have a halal
stamp from the MUI. This is of particular concern especially because the majority of the population
in Indonesia adheres to Islam with the number of Muslim populations reaching 86.9%, ensuring
that products are halal is an important thing to pay attention to. This is marked by the emergence
of cosmetic companies with various brands. This research aims to find out the influence of Halal
labels, Muslim Beauty Influencers, E-WOM, and Reverence on purchasing decisions to the
cosmetics among Z generation live in Jabodetabek. The method used in this research is a
quantitative method by distributing questionnaires. The subjects in this research used a sample of
150 respondents. The data sources used in this research is primary. The data analysis methods used
in this research is Multiple Linear Regression using IBM SPSS. The research results show that all
independent variables partially and simultaneously have a significant influence on cosmetic
purchasing decisions on cosmetics among Z generation in Jabodetabek.
