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Moderator Effect of Halal Certified Awareness on Millennials and Generation Z Purchasing Decisions of Non-Halal Beauty Products

Indonesian Journal of Halal Research · Vol. 7 No. 2 (2025) · hlm. 92–109

DOI
10.15575/ijhar.v7i2.38344
ISSN
2657-0165, 2656-3754
Terbit
2025-08-31
Penerbit
UIN Sunan Gunung Djati Bandung
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

This study examines the impact of beauty influencers, brand image, and awareness of halal certification on Muslim women’s purchasing decisions regarding non-halal certified beauty products, utilizing the Stimulus–Organism–Response (SOR) framework. Data were collected from 290 respondents and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The model explains 74.4% of the variance in purchase decisions and 62.7% of the variance in attitude, indicating strong explanatory power. The results reveal that beauty influencers have a significant impact on brand image (β = 0.146, p < 0.01) and attitude (β = 0.072, p < 0.05), while brand image has a strong influence on attitude (β = 0.778, p < 0.001). Attitude has a substantial positive effect on purchase decisions (β = 0.677, p < 0.001) and mediates the impact of beauty influencers on purchasing behavior. In contrast, brand image does not directly influence purchase decisions. Furthermore, awareness of halal certification negatively affects purchasing decisions (β = –0.235, p < 0.001) and weakens the relationship between attitude and purchasing decisions (β = –0.076, p < 0.01). These findings underscore the pivotal role of consumer attitudes in shaping purchase intentions, while also highlighting the significance of halal awareness in the beauty industry. The study suggests that strengthening halal literacy and implementing strategic marketing are essential for enhancing consumer trust and supporting the growth of halal-certified beauty products.

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  • Universitas Halu Oleo
  • Indonesia Open University
  • Institut Agama Islam Negeri Kendari
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Inomjon QudratovAfiliasi tidak diketahui5
A. Jajang W. MahriAfiliasi tidak diketahui3
Shafinar IsmailAfiliasi tidak diketahui2
Lina MarlinaAfiliasi tidak diketahui2
Salman Al FarisiAfiliasi tidak diketahui2
Aisyah As-SalafiyahAfiliasi tidak diketahui2
La Ode MidiUniversitas Halu Oleo1
Safril KasimUniversitas Halu Oleo1
Edi CahyonoUniversitas Halu Oleo1
Jafar JafarIndonesia Open University1
Agus PurwantoAfiliasi tidak diketahui1
Dewiana NovitasariAfiliasi tidak diketahui1
Masduki AsbariAfiliasi tidak diketahui1
Hernawati HernawatiAfiliasi tidak diketahui1
Sefrilita Risqi Adikaning Rani RaniAfiliasi tidak diketahui1
Rahmaniah RahmaniahAfiliasi tidak diketahui1
Samsul KamalAfiliasi tidak diketahui1
Rahliana RahlianaAfiliasi tidak diketahui1
Selli YudiniAfiliasi tidak diketahui1
Yenik Candra KiranawatiAfiliasi tidak diketahui1
Shifa Miarti AzizaAfiliasi tidak diketahui1
Caria NingsihAfiliasi tidak diketahui1
Hanifah BatariAfiliasi tidak diketahui1
Hilda MonoarfaAfiliasi tidak diketahui1
Susanti SusantiInstitut Agama Islam Negeri Kendari1
Nuralam NuralamAfiliasi tidak diketahui1
Jabbar SabilAfiliasi tidak diketahui1
Muhammad MuhammadAfiliasi tidak diketahui1
Silahuddin SilahuddinAfiliasi tidak diketahui1
T Zulfikar ZulfikarAfiliasi tidak diketahui1
Ali AbubakarAfiliasi tidak diketahui1
Maisyarah Rahmi HasanAfiliasi tidak diketahui1
Iskandar ISKANDARAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/ijhar/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en-US">Moderator Effect of Halal Certified Awareness on Millennials and Generation Z Purchasing Decisions of Non-Halal Beauty Products </dc:title>
	<dc:creator>Juliana, Juliana</dc:creator>
	<dc:creator>Mardiatunnisa, Mardiatunnisa</dc:creator>
	<dc:creator>Rosida, Rida</dc:creator>
	<dc:creator>Nasim, Arim</dc:creator>
	<dc:creator>Budiwati, Neti</dc:creator>
	<dc:creator>Azim, Mohammad</dc:creator>
	<dc:creator>Rusydiana, Aam Slamet</dc:creator>
	<dc:subject xml:lang="en-US">beauty influencer</dc:subject>
	<dc:subject xml:lang="en-US">beauty products</dc:subject>
	<dc:subject xml:lang="en-US">brand image</dc:subject>
	<dc:subject xml:lang="en-US">halal certified awareness</dc:subject>
	<dc:subject xml:lang="en-US">purchasing decisions</dc:subject>
	<dc:description xml:lang="en-US">This study examines the impact of beauty influencers, brand image, and awareness of halal certification on Muslim women’s purchasing decisions regarding non-halal certified beauty products, utilizing the Stimulus–Organism–Response (SOR) framework. Data were collected from 290 respondents and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The model explains 74.4% of the variance in purchase decisions and 62.7% of the variance in attitude, indicating strong explanatory power. The results reveal that beauty influencers have a significant impact on brand image (β = 0.146, p &amp;lt; 0.01) and attitude (β = 0.072, p &amp;lt; 0.05), while brand image has a strong influence on attitude (β = 0.778, p &amp;lt; 0.001). Attitude has a substantial positive effect on purchase decisions (β = 0.677, p &amp;lt; 0.001) and mediates the impact of beauty influencers on purchasing behavior. In contrast, brand image does not directly influence purchase decisions. Furthermore, awareness of halal certification negatively affects purchasing decisions (β = –0.235, p &amp;lt; 0.001) and weakens the relationship between attitude and purchasing decisions (β = –0.076, p &amp;lt; 0.01). These findings underscore the pivotal role of consumer attitudes in shaping purchase intentions, while also highlighting the significance of halal awareness in the beauty industry. The study suggests that strengthening halal literacy and implementing strategic marketing are essential for enhancing consumer trust and supporting the growth of halal-certified beauty products.</dc:description>
	<dc:publisher xml:lang="en-US">UIN Sunan Gunung Djati Bandung</dc:publisher>
	<dc:date>2025-08-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/ijhar/article/view/38344</dc:identifier>
	<dc:identifier>10.15575/ijhar.v7i2.38344</dc:identifier>
	<dc:source xml:lang="en-US">Indonesian Journal of Halal Research; Vol. 7 No. 2 (2025): August; 92-109</dc:source>
	<dc:source>2657-0165</dc:source>
	<dc:source>2656-3754</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/ijhar/article/view/38344/15444</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2025 Author</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>