Pengaruh niat beli konsumen generasi z muslim terhadap produk kosmetik halal yang ramah lingkungan
P Penelitian ini dilakukan untuk menguji dan menganalisis pengaruh Halal Label, Eco Label, Environmental Knowledge, Religiosity terhadap Halal Green Awareness dan Environmental Knowledge, religiosity terhadap Attitude dan Halal Green Awareness terhadap Attitude dan Halal Green Awareness terhadap Purchase Intention serta Attitude terhadap Purchase Intention. Data diperoleh dengan menyebarkan kuisioner secara online melalui link Google Form kepada 160 responden yang membeli atau menggunakan produk kosmetik halal ramah lingkungan. Teknik pengambilan sampel menggunakan purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan software SPSS versi 25 dan 30 dan AMOS versi 29. Hasil penelitian menunjukkan bahwa dari sembilan hipotesis yang diajukan, empat hipotesis diterima dan lima hipotesis ditolak. Hipotesis yang ditolak adalah Eco Label tidak memiliki pengaruh positif terhadap Halal Green Awareness, Environmental Knowledge tidak memiliki pengaruh positif terhadap Halal Green Awareness, Environmental Knowledge tidak memiliki pengaruh positif terhadap Attitude, Religiosity tidak memiliki pengaruh positif terhadap Attitude, Halal Green Awareness tidak memiliki pengaruh positif terhadap Purchase Intention.
T This research was conducted to test and analyze the influence of Halal Label, Eco Label, Environmental Knowledge, and Religiosity on Halal Green Awareness, as well as the impact of Environmental Knowledge and Religiosity on Attitude, and the effect of Halal Green Awareness on Attitude and Purchase Intention, along with the influence of Attitude on Purchase Intention. Data was collected by distributing an online questionnaire via a Google Form link to 160 respondents who purchased or used environmentally friendly halal cosmetic products. The sampling technique used was purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with SPSS version 25 and 30, and AMOS version 29. The results indicated that out of nine proposed hypotheses, four were accepted and five were rejected. The rejected hypotheses were that Eco Label does not have a positive influence on Halal Green Awareness, Environmental Knowledge does not positively influence Halal Green Awareness, Environmental Knowledge does not positively influence Attitude, Religiosity does not positively influence Attitude, and Halal Green Awareness does not positively influence Purchase Intention.