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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) · pp. 92–109

DOI
10.15575/ijhar.v7i2.38344
ISSN
2657-0165, 2656-3754
Published
2025-08-31
Publisher
UIN Sunan Gunung Djati Bandung
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 81 co-authorship links · 1 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Indonesia Open University
  • Institut Agama Islam Negeri Kendari
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Inomjon QudratovAffiliation unknown5
A. Jajang W. MahriAffiliation unknown3
Shafinar IsmailAffiliation unknown2
Lina MarlinaAffiliation unknown2
Salman Al FarisiAffiliation unknown2
Aisyah As-SalafiyahAffiliation unknown2
La Ode MidiUniversitas Halu Oleo1
Safril KasimUniversitas Halu Oleo1
Edi CahyonoUniversitas Halu Oleo1
Jafar JafarIndonesia Open University1
Agus PurwantoAffiliation unknown1
Dewiana NovitasariAffiliation unknown1
Masduki AsbariAffiliation unknown1
Hernawati HernawatiAffiliation unknown1
Sefrilita Risqi Adikaning Rani RaniAffiliation unknown1
Rahmaniah RahmaniahAffiliation unknown1
Samsul KamalAffiliation unknown1
Rahliana RahlianaAffiliation unknown1
Selli YudiniAffiliation unknown1
Yenik Candra KiranawatiAffiliation unknown1
Shifa Miarti AzizaAffiliation unknown1
Caria NingsihAffiliation unknown1
Hanifah BatariAffiliation unknown1
Hilda MonoarfaAffiliation unknown1
Susanti SusantiInstitut Agama Islam Negeri Kendari1
Nuralam NuralamAffiliation unknown1
Jabbar SabilAffiliation unknown1
Muhammad MuhammadAffiliation unknown1
Silahuddin SilahuddinAffiliation unknown1
T Zulfikar ZulfikarAffiliation unknown1
Ali AbubakarAffiliation unknown1
Maisyarah Rahmi HasanAffiliation unknown1
Iskandar ISKANDARAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/ijhar/oai, first harvested 7 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<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>