Konstruksi Perilaku Konsumen Muslim Gen Z: Analisis Preferensi Terhadap Mandatory Sertifikasi Halal Sektor Farmasi dan Kosmetik
DOI:
https://doi.org/10.61136/qqcwdp52Keywords:
Generasi Z, Pharmaceuticals, Cosmetics, Halal certification, Consumer perceptionAbstract
The global halal industry is currently experiencing significant expansion from the food sector to the pharmaceutical and cosmetics sectors. However, its implementation in Indonesia still faces challenges such as the complexity of raw materials and low literacy regarding non-food products. This study aims to analyze Generation Z's perceptions of halal-certified pharmaceutical and cosmetic products to understand the consumption dynamics of this demographic group, known for its critical attitude and behavior gap. The research method used is a literature review approach, synthesizing various previous research findings related to consumer behavior, religiosity, and the halal lifestyle. The results indicate that although Generation Z generally has a positive perception of halal certification as a guarantee of safety and quality, halal status is often not a top priority in purchasing decisions. Social media trends, the influence of influencers, brand image, and product effectiveness are proven to be more dominant in influencing their consumption behavior than religiosity alone. This study concludes that a transparent digital marketing strategy and more adaptive halal literacy education are needed to increase consistency in halal consumption behavior among Generation Z.
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