THE INFLUENCE OF HALAL LABEL, MUSLIM BEAUTY INFLUENCER, E-WOM AND REVERENCE ON COSMETICS PURCHASE DECISION AMONG GEN Z IN JABODETABEK

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.