Peran Pengetahuan Halal, Perceived Value, Halal Awareness Melalui Sikap Halal Terhadap Keputusan Pembelian Kosmetik Halal pada Gen Z

The aim of this research is to analyze the effect of halal knowledge, perceived value, and halal awareness on purchase decisions of halal cosmetics among Gen Z, with halal attitude as a mediating variable. This type of research is explanatory, with sampling using the purposive sampling method. The number of samples that met the criteria was 358 respondents who had purchased and used halal cosmetics in Indonesia. This data was obtained through questionnaire distribution by providing a Google Form link. The analysis technique used in this research is Structural Equation Modeling (SEM) with the SmartPLS analysis tool. The results of this study show that halal knowledge has a positive and significant effect on purchase decisions, perceived value has a positive and significant effect on purchase decisions, while halal awareness has no significant effect on purchase decisions, halal attitude has a positive effect on purchase decisions, halal knowledge has a positive effect on halal attitude, perceived value has a positive effect on halal attitude, and halal awareness has no significant effect on purchase decisions. Additionally, halal attitude mediates the effect of halal knowledge on purchase decisions, halal attitude mediates the effect of perceived value on purchase decisions, but halal attitude does not mediate the effect of halal awareness on purchase decision.