INTENTION TO BUY HALAL COSMETICS PRODUCTS THROUGH E-COMMERCE INTEGRATED WITH SOCIAL MEDIA AMONG GENERATION Z Najmudin (a), Syihabudin (b), Mazumi (c), Sujai (d), Elif Pardiansyah (e)
Islamic Economics Department, Faculty of Economics and Business, Universitas Sultan Ageng Tirtayasa
Abstract
Purposes: This study aims to analyze the factors that influence Muslim Generation Z^s intention to purchase halal cosmetics through e-commerce integrated with social media.
Methods: This study uses a quantitative approach to examine Generation Z^s intention to purchase halal cosmetic products through e-commerce integrated with social media. Respondents are Generation Z individuals born between 1997 and 2012. Data were collected through an online questionnaire with variables such as perceived ease of use (PEU), perceived usefulness (PU), electronic word of mouth (eWOM), social media promotion (SMP), attitude (ATT), and purchase intention (INT). The analysis used Structural Equation Modeling (SEM) to test the relationship between variables and identify the factors influencing Generation Z^s intention to purchase halal cosmetic products.
Conclusion and suggestion: Attitude and social media promotion both have a significant positive influence on the intention to buy halal cosmetics through e-commerce integrated with social media. Social media promotion also positively influences attitude. However, eWOM has a positive but insignificant effect on purchase intention. Variables such as perceived ease of use, perceived usefulness, and eWOM negatively and insignificantly impact attitude, and both perceived ease of use and usefulness negatively and insignificantly influence purchase intention. Attitude mediates the relationship between social media promotion and purchase intention but does not mediate the relationship between perceived ease of use, usefulness, eWOM, and purchase intention. Suggestion: To increase the intention to purchase halal cosmetics via e-commerce, businesses should focus more on enhancing social media promotion and customer attitudes. eWOM strategies might require reevaluation, and simplifying the user interface could increase perceived ease of use and usefulness, potentially increasing purchase intention
Keywords: Attitude, eWOM- Halal Cosmetic- Intention to buy- Theory of Acceptance Model,
