Milenials Consumer Behavior and It’s Influence on Purchase Decisions of Halal Cosmetic Products
Abstract
The stretching development of the halal industry in the world, including Indonesia, continues to receive the attention of consumers. Among the many sectors that attract consumers' interest, one of them is cosmetics, especially with the existence of a halal label, product quality supported by promotions by public figures continues to encourage consumers' desire to use halal cosmetics. This research method is quantitative, which is accompanied by a further confirmation process randomly on the respondents. There were 120 respondents who were dominated by women from millennials, with the SmartPLS test tool and a Likert scale of degree 4. The research results obtained were among the 4 independent variables, there were halal labels and sales services that had no effect, while product quality and consumer ratings had an effect on purchasing decisions for halal cosmetics. At the confirmation level, it is known that halal labels and sales services get the attention of respondents, even without being given knowledge about halal labels, they immediately buy products because of brands, influencers, and friend recommendations. So we conclude that the halal label and sales service do not have a significant effect, but rather an attitude of 'ignorance' and more due to brand or influencer education as previously stated. Recommendations that can be given in the development of subsequent studies are that there is no need to make the halal label an independent variable, because it has been proven by previous studies, the results are similar and have no significant effect, and focus more on product quality variables and customer ratings from beauty influencers as the main focus in determining decisions. purchase of cosmetic products
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