Evolving Digital Consumption Behavior of Generation Z Muslim Consumers in the Halal Cosmetics Market
DOI:
https://doi.org/10.21580/jdmhi.2025.7.2.25537Abstract
The growing awareness of halal lifestyles has transformed halal cosmetics in Indonesia from a mere trend into a daily necessity. Despite increasing demand, limited studies have explored the behavioral drivers influencing Generation Z Muslim consumers' online purchasing decisions for halal cosmetic products. This study aims to identify and analyze the relationships among key antecedents—religious commitment, halal marketing, halal certification, and celebrity endorsement—and determine which factor most strongly influences purchasing behavior. Data were collected through a standardized questionnaire distributed to 280 female Generation Z Muslim respondents across Indonesia. The relationships and hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that religious commitment, halal marketing, and halal certification have a significant influence on online purchase decisions, while celebrity endorsement has a minimal impact. These findings highlight the growing perception of halal as both a religious obligation and a trusted quality assurance for beauty products. The study contributes to a deeper understanding of digital consumer behavior in the halal industry, providing practical insights for marketers and policymakers seeking to strengthen halal brand positioning.
Downloads
References
Alam, A. R. P., & & et all. (2023). Analysis Social Media, Halal Marketing and Consumer Behavior (Study in Fashion and Cosmetic Product). Ar-Ribh: Jurnal Ekonomi Islam, 06(02), 80–85.
Arifa, N. N., & Nugraha, H. H. A. (2022). The Urgency of Halal Label in Cosmetics for Muslim Women in Pemalang City. Al-Masharif: Jurnal Ilmu Ekonomi Dan Keislaman, 10(1), 38–53. https://doi.org/10.24952/masharif.v10i1.5734
Aryani, D. N., Nair, R. K., Hoo, D. X. Y., Hung, D. K. M., Lim, D. H. R., Chandran, D. A. R., Chew, W. P., & Desai, A. (2021). A Study on Consumer Behaviour: Transition from Traditional Shopping to Online Shopping During the COVID-19 Pandemic. International Journal of Applied Business and International Management, 6(2), 81–95. https://doi.org/10.32535/ijabim.v6i2.1170
Asmah, A., & Salamah, U. (2021). Halal Certification Guarantee for Food and Medicine Products (Human RightsPerspective). International Journal of Halal System and …, 1(1), 1–8. https://doi.org/10.33096/injhss.v1i1.197
Billah, A., Rahman, M. A., & Hossain, M. T. Bin. (2020). Factors influencing Muslim and non-Muslim consumers’ consumption behavior: A case study on halal food. Journal of Foodservice Business Research, 23(4), 324–349. https://doi.org/10.1080/15378020.2020.1768040
Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The influence of celebrity endorsement on food consumption behavior. Foods, 10(9), 1–16. https://doi.org/10.3390/foods10092224
Cetină, I., Vinerean, S., Opreana, A., Rădulescu, V., Goldbach, D., & Radulian, A. (2022). the Impact of the Covid-19 Pandemic on Consumers’ Online Shopping Behaviour – an Empirical Model. Economic Computation and Economic Cybernetics Studies and Research, 56(1), 41–56. https://doi.org/10.24818/18423264/56.1.22.03
Chouhan, A., Kumar, A., Pathak, N., & KV, R. (2024). International Journal of Research Publication and Reviews Impact of Social Media Marketing on Customer Satisfaction. International Journal of Research Publication and Reviews, 5(4), 3599–3612.
Ferdinand, M., & Ciptono, W. S. (2022). Indonesia’s Cosmetics Industry Attractiveness, Competitiveness and Critical Success Factor Analysis. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(2), 209–223. https://doi.org/10.20473/jmtt.v15i2.37451
Jayanti, N. K. A. (2024). The Influence of Celebrity Instagram Endorsement and Word of Mouth on Online Purchase Decisions with Brand Image as a Mediator. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1641–1662. https://doi.org/10.37676/ekombis.v12i1.5203
Jayatissa, K. A. D. U. (2023). Generation Z – A New Lifeline: A Systematic Literature Review. Sri Lanka Journal of Social Sciences and Humanities, 3(2), 179–186. https://doi.org/10.4038/sljssh.v3i2.110
Lee, S., & Choeh, J. Y. (2020). Using the social influence of electronic word-of-mouth for predicting product sales: The moderating effect of review or reviewer helpfulness and product type. Sustainability (Switzerland), 12(19). https://doi.org/10.3390/SU12197952
Marjerison, R. K., Hu, J., & Wang, H. (2022). The Effect of Time-Limited Promotion on E-Consumers’ Public Self-Consciousness and Purchase Behavior. Sustainability (Switzerland), 14(23). https://doi.org/10.3390/su142316087
Melati, R. R., & Amirudin, C. (2024). The Potential of Halal Micro , Small , and Medium Enterprises and Halal Lifestyle in Building the Indonesian Economy. International Journal of Islamic Economics, 6(2), 177–187. https://doi.org/https://doi.org/10.32332/ijie.v6i2.9570
Miah, M. R., Hossain, A., Shikder, R., Saha, T., & Neger, M. (2022). Evaluating the impact of social media on online shopping behavior during COVID-19 pandemic: A Bangladeshi consumers’ perspectives. Heliyon, 8(9), e10600. https://doi.org/10.1016/j.heliyon.2022.e10600
Mialiawati, I. (2020). the Effect of Globalization on Culture, Information Technology, and Education. Proceeding ICTESS, 2020, 767–783. https://ejurnal.unisri.ac.id/index.php/proictss/article/view/5086/3806
Nasiketha, S., Tham, J., & Khatibi, A. (2024). The Influence of Social Media on Consumer Online Shopping Intention. International Journal of Religion, 5(6), 39–49. https://doi.org/10.61707/nw9qwt19
Nasrullah, A. (2019). Marketing Performance Determinant of Halal Products in Indonesia. HUNAFA: Jurnal Studia Islamika, 16(1), 111–141. https://doi.org/10.24239/jsi.v16i1.538.111-141
Nasti, N., Lubis, A. H., & MS, A. R. (2024). Analysis of the Influence of Consumer Behavior on Purchasing Decisions in the E-Commerce Industry. International Journal of Economics, 3(1), 870–875. https://doi.org/10.55299/ijec.v3i2.996
Prakash Yadav, G., & Rai, J. (2017). The Generation Z and their Social Media Usage: A Review and a Research Outline. Global Journal of Enterprise Information System, 9(2), 110. https://doi.org/10.18311/gjeis/2017/15748
Putri, A. F. (2024). The Urgency of Halal Certification in Halal Cosmetic Brands in Indonesia. Likuid Jurnal Ekonomi Industri Halal, 4(1), 32–40. https://doi.org/10.15575/likuid.v4i1.30985
Putri, S. Y. V., & Windasari, N. A. (2022). The Role of Value in Halal Products Conscious Consumption. International Journal of Emerging Issues in Islamic Studies, 2(1), 58–72. https://doi.org/10.31098/ijeiis.v2i1.999.Research
Rahmi, A. N. (2024). Opportunities and Challenges of Halal Cosmetics and its Contribution to Economic Sector in Indonesia. 18(01), 10–20. https://doi.org/10.21111/ijtihad.v18i1.11651
Rizwan, M., Javed, M. A., Khan, M. T., & Aslam, M. T. (2018). Behavior : a Study From Pakistan. Asian Journal of Empirical Research, 3(2), 118–134. http://aessweb.com/journal-detail.php?id=5004%0ATHE
Shah Alam, S., & Mohamed Sayuti, N. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
Shahbaz Van Ahsen, M., & Hendayani, R. (2022). Consumer Behavior toward Halal Food Using Theory of Planned Behavior and Theory of Interpersonal Behaviors among Muslim Students in Tasikmalaya. Jurnal Ilmu Sosial Politik Dan Humaniora, 5(2), 33–42. https://doi.org/10.36624/jisora.v5i2.87
Sihombing, L. A., Suharno, S., Kuleh, K., & Hidayati, T. (2023). The Effect of Price and Product Quality on Consumer Purchasing Decisions through Brand Image. International Journal of Finance, Economics and Business, 2(1), 44–60. https://doi.org/10.56225/ijfeb.v2i1.170
Singh, R. K., Kushwaha, B. P., Chadha, T., & Singh, V. A. (2021). Influence of Digital Media Marketing and Celebrity Endorsement on Consumer Purchase Intention. Journal of Content, Community and Communication, 14(7), 145–158. https://doi.org/10.31620/JCCC.12.21/12
Syakir, K., Rahadian, & Leonita Siwiyanti. (2024). Islamic Marketing In The Context Of Buying And Selling. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 1(1), 882–893. https://doi.org/10.21009/isc-beam.011.61
Wirdyaningsih, karimah, I., Syahida, A. Q., & Nabilah, A. M. (2020). The Optimization of Halal Certification in Indonesia:Finding Right Balance between Consumer and Businessmen Interest. 499(Icolgas), 401–408. https://doi.org/10.2991/assehr.k.201209.319
Yohana F. C. P. Meilani, I. B. M. P. B., & Ian N. Suryawan, R. R. M. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The copyright of the received article shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles. Authors are allowed to use their articles for any legal purposes deemed necessary without written permission from the journal with an acknowledgment of initial publication to this journal.
The work under license Creative Commons Attribution-ShareAlike 4.0 International License.
.png)
