ATTITUDE TOWARD HALAL PRODUCTS AS A MEDIATOR BETWEEN HALAL KNOWLEDGE, AWARENESS, AND PURCHASE INTENTION OF HALAL SKINCARE

Abstract

This research seeks to examine the influence of knowledge regarding halal products and awareness of halal standards on consumers' attitudes toward halal skincare items, as well as their intentions to purchase such products, specifically among Generation Z residents in Padang City. The approach employed is quantitative in nature, relying on questionnaires to gather primary data. The target population consists of Gen Z individuals in Padang City, from which samples were drawn via non-probability sampling methods. Sample size was determined using the Hair formula. Data were analyzed through Structural Equation Modeling with Partial Least Squares (SEM-PLS). Findings reveal that both halal product knowledge and halal awareness exert a significant and positive impact on attitudes toward halal skincare products, along with purchase intentions, in this demographic. Specifically, halal product knowledge directly enhances positive attitudes toward these items and, in turn, boosts purchase intentions indirectly via those attitudes. In contrast, while halal awareness positively influences attitudes toward halal products, it does not demonstrate a significant effect on the purchase intentions for halal skincare among Gen Z in Padang City.