Faktor yang Mempengaruhi Pembelian Kosmetik Halal Oleh Gen-Y dan Gen-z Non-Muslim Indonesia

Deskripsi

Currently, the halal or sharia industry is growing rapidly in the world, such as in the food, finance, fashion, pharmaceutical, media and recreation sectors, tourism, and even cosmetics. Halal cosmetic products are not only in demand by Muslims but also by non-Muslims. This study aims to determine what factors influence the purchase intention of Indonesian non-Muslim gen-y and gen-z consumers in buying halal cosmetics. The findings of this study are that there is a positive and significant effect of product price, product awareness, product availability, promotion and halal logo on intention to purchase. The analysis used in this study is multiple regression using SPSS 26th edition software..Ada Tabel