DETERMINANTS OF PURCHASE INTENTION OF HALAL SKINCARE PRODUCTS AMONG INDONESIA’S GENERATION Z
Abstract
The 2014 Halal Products Guarantee Law requires products distributed in Indonesia to be halal certified. Skincare products are included in this law. However, halal skincare brands are still facing challenges in their positioning and are unable to identify how to encourage customers to buy. Although there is an increasing awareness towards the use of halal skincare among Indonesia’s Generation Z, the factors that might stimulus their purchase intention of halal skincare are perceived to be varied. Besides, there is a lack of well-established study on the role of religious belief as a predictor to Indonesia’s Generation Z consumers’ purchase intention. To address the gap, this study aims to propose a model to reveal the distinctive factors that influence the purchase intention of halal skincare among Generation Z in Indonesia. The population for this study consists of Generation Z consumers in Indonesia and the respondents are taken based on purposive sampling. A closed-ended questionnaire is employed for data collection from a sample of 250 respondents. The proposed model is tested with regression. This study discovers that the use of brand ambassador, halal logo, and promotion plays the important role in purchase intention. This study also finds which factor plays the most and the least important. This study recommends cosmetics companies to position their products based on the importance of the factors observed. It also suggests marketers to understand the right promotion strategy to be used in targeting the right market segment.
References
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Bhatti, A. (2018). Sales promotion and price discount effect on consumer purchase intention with the moderating role of social media in Pakistan. International Journal of Business Management, 3(4–2018), 50–58.
Bhutto, M. Y., Rūtelionė, A., & Vienažindienė, M. (2024). Investigating EWOM and halal product knowledge on gen Z’s halal cosmetics purchase intentions in Pakistan. Journal of Islamic Marketing, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JIMA-09-2023-0292
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Dwidienawati, D., & Gandasari, D. (2018). Understanding Indonesia’s generation Z. International Journal of Engineering & Technology, 7(3), 245–253.
Faryabi, M., Fesaghandis, K. S., & Saed, M. (2015). Brand name, sales promotion and consumers’ online purchase intention for cell-phone brands. International Journal of Marketing Studies, 7(1), 167.
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Lestari, P. I., & Supriyanto, A. (2022). Keputusan Pembelian Mi Samyang Pada Generasi Z: Ditinjau dari Labelisasi Halal, Halal Awareness, Harga, dan Promosi. Journal of Current Research in Business and Economics, 1(2), Article 2.
Longman Dictionary Team. (2024). Awareness | meaning of awareness in Longman Dictionary of Contemporary English | LDOCE. Longman Dictionary of Contemporary English. https://www.ldoceonline.com/dictionary/awareness
Mathras, D., Cohen, A. B., Mandel, N., & Mick, D. G. (2016). The effects of religion on consumer behavior: A conceptual framework and research agenda. Journal of Consumer Psychology, 26(2), 298–311. https://doi.org/10.1016/j.jcps.2015.08.001
Maulida, A., & Hapsari, R. D. V. (2024). Understanding the influence of religiosity, halal label, eco label, and halal green perception on customer loyalty: A study of Muslim women Generation Z in Malang City. International Journal of Research in Business and Social Science (2147- 4478), 13(4), Article 4. https://doi.org/10.20525/ijrbs.v13i4.3303
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Muizzudin, M., & Kisty, S. A. (2020). Pengaruh Sertifikasi Halal, Citra Merek, dan Harga terhadap Keputusan Pembelian Minuman Teh Botol Sosro (Studi Kasus Pada Mahasiswa Pendidikan Tinggi Islamic Village). ISLAMINOMICS: JOURNAL OF ISLAMIC ECONOMICS, BUSINESS AND FINANCE, 10(2), Article 2.
Musallam, A., & Kamarudin, S. (2021). Religiosity and entrepreneurship: A systematic review and future research. Studies of Applied Economics, 39(4).
Oxford Dictionaries. (2024). Generation Z noun—Definition, pictures, pronunciation and usage notes | Oxford Advanced Learner’s Dictionary at OxfordLearnersDictionaries.com. https://www.oxfordlearnersdictionaries.com/definition/english/generation-z?q=generation+z
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Oxford Essential Arabic Dictionary: English-Arabic, Arabic-English. (2010). Oxford ; New York : Oxford University Press. http://archive.org/details/oxfordessentiala0000unse_e4x0
Özkan, M., & Solmaz, B. (2015). Mobile addiction of generation Z and its effects on their social lifes. Procedia-Social and Behavioral Sciences, 205, 92–98.
Pargament, K. I. (2001). The Psychology of Religion and Coping: Theory, Research, Practice. Guilford Press.
Ramadhanti, S., & Usman, O. (2021). Influence of brand ambassador BTS, brand image, and product quality on tokopedia e-commerce purchase decision.
Tracey, P., Phillips, N., & Lounsbury, M. (2014). Taking religion seriously in the study of organizations. In Religion and organization theory (pp. 3–21). Emerald Group Publishing Limited.
Tulgan, B. (2013). Meet Generation Z: The second generation within the giant" Millennial" cohort. Rainmaker Thinking, 125(1), 1–13.
TV One News. (2024, April 3). Indonesia Bukan Lagi Negara dengan Penduduk Muslim Terbesar di Dunia, Melainkan Negara Ini... https://www.tvonenews.com/berita/nasional/199157-indonesia-bukan-lagi-negara-dengan-penduduk-muslim-terbesar-di-dunia-melainkan-negara-ini
Walker, O. C., Boyd, H. W., & Larreche, J.-C. (1998). Marketing Strategy (Subsequent edition). McGraw-Hill College.
Wardani, P. E., & Nugraha, A. K. N. A. (2022). The Influence of Brand Ambassador, Country of Origin, and Brand Image on Purchase Decisions of Skincare Products. Asian Journal of Entrepreneurship, 3(3), Article 3.
Yunus, N. S. N. M., Rashid, W. E. W., Ariffin, N. M., & Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer. Procedia - Social and Behavioral Sciences, 130, 145–154. https://doi.org/10.1016/j.sbspro.2014.04.018
Ahmad, N. A., Abaidah, T., & Yahya, M. H. A. (2013). A study on halal food awareness among Muslim customers in Klang Valley. 1074, 17–30.
Alexandrescu, M.-B., & Milandru, M. (2018). Promotion as a form of Communication of the Marketing Strategy. Land Forces Academy Review, 23(4), 268–274.
Almaany Team. (2010). Meaning of halal in English. Almaany. https://www.almaany.com/en/dict/ar-en/%D8%AD%D9%84%D8%A7%D9%84/
Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food & Agribusiness Marketing, 25(1), 1–23. https://doi.org/10.1080/08974438.2013.723997
Azmi, A., Muslim, A., & Zaidi, I. (2007). The Perception to Choose Halal Cosmetics Products: An Empirical Study for Malaysian Consumer Management and Economics. Turkey: Yasar University, 1–10.
Badan Pusat Statistik Indonesia. (2020). Jumlah Penduduk Pertengahan Tahun—Tabel Statistik. https://www.bps.go.id/id/statistics-table/2/MTk3NSMy/jumlah-penduduk-pertengahan-tahun--ribu-jiwa-.html
Bassiouni, D. H., & Hackley, C. (2014). ’Generation Z’children’s adaptation to digital consumer culture: A critical literature review. Journal of Customer Behaviour, 13(2), 113–133.
Berkup, S. B. (2014). Working with generations X and Y in generation Z period: Management of different generations in business life. Mediterranean Journal of Social Sciences, 5(19), 218–229.
Bhatti, A. (2018). Sales promotion and price discount effect on consumer purchase intention with the moderating role of social media in Pakistan. International Journal of Business Management, 3(4–2018), 50–58.
Bhutto, M. Y., Rūtelionė, A., & Vienažindienė, M. (2024). Investigating EWOM and halal product knowledge on gen Z’s halal cosmetics purchase intentions in Pakistan. Journal of Islamic Marketing, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JIMA-09-2023-0292
David A. Aaker. (2011). Manajemen Ekuitas Merek: Memanfaatkan Nilai dari suatu Merek (3rd ed.). Penerbit Mitra Utama.
Dwidienawati, D., & Gandasari, D. (2018). Understanding Indonesia’s generation Z. International Journal of Engineering & Technology, 7(3), 245–253.
Faryabi, M., Fesaghandis, K. S., & Saed, M. (2015). Brand name, sales promotion and consumers’ online purchase intention for cell-phone brands. International Journal of Marketing Studies, 7(1), 167.
Febriandika, N. R., & Hakim, L. (2023). Gen-Z Muslims’ purchase intention of halal food: Evidence from Indonesia. Innovative Marketing, 19(1), 13.
Herlina, M., Rifai, N. A. K., Sholeh, N. S. M., & Kurniaty, N. (2020). Halal Awareness of Muslim Millennials Toward Cosmetics and Skincare Decision. 38–44. https://doi.org/10.2991/assehr.k.200225.010
Izzah, H. N., & Irfany, M. I. (2024). Factors that Influence the Offender’s Decision MSME’s Have a Halal Certificate in the District Bogor. Halal Studies and Society, 1(1), 33–36.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
Khan, N., Sarwar, A., & Tan, B. C. (2020). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248
Koulopoulos, T., & Keldsen, D. (2016). Gen Z effect: The six forces shaping the future of business. Routledge. https://www.taylorfrancis.com/books/mono/10.4324/9781315230337/gen-effect-tom-koulopoulos-dan-keldsen
Lestari, P. I., & Supriyanto, A. (2022). Keputusan Pembelian Mi Samyang Pada Generasi Z: Ditinjau dari Labelisasi Halal, Halal Awareness, Harga, dan Promosi. Journal of Current Research in Business and Economics, 1(2), Article 2.
Longman Dictionary Team. (2024). Awareness | meaning of awareness in Longman Dictionary of Contemporary English | LDOCE. Longman Dictionary of Contemporary English. https://www.ldoceonline.com/dictionary/awareness
Mathras, D., Cohen, A. B., Mandel, N., & Mick, D. G. (2016). The effects of religion on consumer behavior: A conceptual framework and research agenda. Journal of Consumer Psychology, 26(2), 298–311. https://doi.org/10.1016/j.jcps.2015.08.001
Maulida, A., & Hapsari, R. D. V. (2024). Understanding the influence of religiosity, halal label, eco label, and halal green perception on customer loyalty: A study of Muslim women Generation Z in Malang City. International Journal of Research in Business and Social Science (2147- 4478), 13(4), Article 4. https://doi.org/10.20525/ijrbs.v13i4.3303
Merriam Webster Dictionary Team. (2024, June 30). Definition of AWARENESS [Merriam Webster Dictionary]. https://www.merriam-webster.com/dictionary/awareness
Monroe, K. B. (2002). Pricing: Making Profitable Decisions (3rd edition). McGraw-Hill/Irwin.
Muizzudin, M., & Kisty, S. A. (2020). Pengaruh Sertifikasi Halal, Citra Merek, dan Harga terhadap Keputusan Pembelian Minuman Teh Botol Sosro (Studi Kasus Pada Mahasiswa Pendidikan Tinggi Islamic Village). ISLAMINOMICS: JOURNAL OF ISLAMIC ECONOMICS, BUSINESS AND FINANCE, 10(2), Article 2.
Musallam, A., & Kamarudin, S. (2021). Religiosity and entrepreneurship: A systematic review and future research. Studies of Applied Economics, 39(4).
Oxford Dictionaries. (2024). Generation Z noun—Definition, pictures, pronunciation and usage notes | Oxford Advanced Learner’s Dictionary at OxfordLearnersDictionaries.com. https://www.oxfordlearnersdictionaries.com/definition/english/generation-z?q=generation+z
Oxford Dictionary Team. (2024a). awareness noun—Definition, pictures, pronunciation and usage notes | Oxford Advanced Learner’s Dictionary at OxfordLearnersDictionaries.com. Oxford Advanced Learner’s Dictionary. https://www.oxfordlearnersdictionaries.com/definition/english/awareness?q=awareness
Oxford Dictionary Team. (2024b). halal adjective—Definition, pictures, pronunciation and usage notes | Oxford Advanced Learner’s Dictionary at OxfordLearnersDictionaries.com. Oxford Advanced Learner’s Dictionary. https://www.oxfordlearnersdictionaries.com/definition/english/halal?q=halal
Oxford Essential Arabic Dictionary: English-Arabic, Arabic-English. (2010). Oxford ; New York : Oxford University Press. http://archive.org/details/oxfordessentiala0000unse_e4x0
Özkan, M., & Solmaz, B. (2015). Mobile addiction of generation Z and its effects on their social lifes. Procedia-Social and Behavioral Sciences, 205, 92–98.
Pargament, K. I. (2001). The Psychology of Religion and Coping: Theory, Research, Practice. Guilford Press.
Ramadhanti, S., & Usman, O. (2021). Influence of brand ambassador BTS, brand image, and product quality on tokopedia e-commerce purchase decision.
Tracey, P., Phillips, N., & Lounsbury, M. (2014). Taking religion seriously in the study of organizations. In Religion and organization theory (pp. 3–21). Emerald Group Publishing Limited.
Tulgan, B. (2013). Meet Generation Z: The second generation within the giant" Millennial" cohort. Rainmaker Thinking, 125(1), 1–13.
TV One News. (2024, April 3). Indonesia Bukan Lagi Negara dengan Penduduk Muslim Terbesar di Dunia, Melainkan Negara Ini... https://www.tvonenews.com/berita/nasional/199157-indonesia-bukan-lagi-negara-dengan-penduduk-muslim-terbesar-di-dunia-melainkan-negara-ini
Walker, O. C., Boyd, H. W., & Larreche, J.-C. (1998). Marketing Strategy (Subsequent edition). McGraw-Hill College.
Wardani, P. E., & Nugraha, A. K. N. A. (2022). The Influence of Brand Ambassador, Country of Origin, and Brand Image on Purchase Decisions of Skincare Products. Asian Journal of Entrepreneurship, 3(3), Article 3.
Yunus, N. S. N. M., Rashid, W. E. W., Ariffin, N. M., & Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer. Procedia - Social and Behavioral Sciences, 130, 145–154. https://doi.org/10.1016/j.sbspro.2014.04.018
Published
2024-09-26
How to Cite
FAUZIAH, Fauziah et al.
DETERMINANTS OF PURCHASE INTENTION OF HALAL SKINCARE PRODUCTS AMONG INDONESIA’S GENERATION Z.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 10, n. 1, p. 429-442, sep. 2024.
ISSN 2541-3333.
Available at: <https://urj.uin-malang.ac.id/index.php/iconies/article/view/2779>. Date accessed: 25 july 2026.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
