• Elfira Maya Adiba STIE Perbanas Surabaya
Keywords: Halal Knowledge, Islamic Religiosity, Consumer Behavior, Halal Cosmetics, Generation Y


The halal economic industry is currently developing not only in Indonesia, but also onthe global level. The global economic sector is not only limited to the sharia financialsector and halal food, but also halal cosmetics. The increasing number of Muslimpopulation in the world has caused the increasing demand for halal cosmetics, asmany other factors influencing the demand for halal cosmetics. The purpose of thisstudy is to examine the influence of halal knowledge and Islamic religiosity towardcustomer behavior that is mediated by consumer attitude. Data were collected fromquestionnaires distributed to respondents in Surabaya, Sidoarjo, and Gresik, East Java,Indonesia. 145 respondents were identified as generation Y, while 40 as generation X.Primary data were analyzed by PLS. The results showed that halal knowledge andIslamic religiosity had a significant effect on consumer behavior perfectly mediatedby attitude. Such results give implication to the halal cosmetics company to designappropriate marketing strategies in order to increase Indonesian exports for halalproducts, so it could help the national economy.


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How to Cite
Maya Adiba, E. (2019). CONSUMER PURCHASING BEHAVIOR OF HALAL COSMETICS: A STUDY ON GENERATIONS X AND Y. Journal of Islamic Monetary Economics and Finance, 5(1), 169-192.