<![CDATA[This study aims to determine the influence of Religious Belief, Material Safety, Halal Logo, and Promotion on the purchase intention of Wardah Halal Cosmetic Products in generation Z in Java and Sumatra. The population of this study was users of Wardah cosmetic products from generation Z aged 17 to 25 years. The study was conducted by survey method of 160 generation Z people from various regions in Java and Sumatra. Data were collected over an eight-day period, using a closed questionnaire. Purposive sampling methods were used and a total of 105 usable questionnaires were analyzed.160 samples were distributed via WhatsApp and Instagram using Google forms to obtain primary data. The data that has been collected will be examined by evaluating the stage of the research instrument by covering (reliability test and validity test). The stages of conventional assumption testing include (multicollinearity, reality test, and validity test). Classical assumption tests include (heteroscedacity, normality test, and multicollinearity test). This stage involves testing the hypothesis that has been proposed in this study using the coefficient of determination test, simultaneous test (f test), partial test (t test). The findings that have been made reveal that the variabel of religious belief has an insignificant influence. Then, the variabels of material safety, halal logos, and promotions have a significant influence on the purchase intention of Wardah's halal cosmetic products in generation Z both partially and simultaneously. Penelitian ini bertujuan untuk mengetahui pengaruh Keyakinan Agama, Keamanan Bahan, Logo Halal, dan Promosi terhadap niat beli Produk Kosmetik Halal Wardah pada generasi Z di Pulau Jawa dan Sumatra. Populasi penelitian ini adalah pengguna produk kosmetik Wardah dari generasi Z yang berusia 17 sampai dengan 25 tahun. Penelitian dilakukan dengan metode survei terhadap 160 orang generasi Z dari berbagai daerah di Jawa dan Sumatra. Data dikumpulkan selama periode delapan hari, menggunakan kuesioner tertutup. Metode purposive sampling digunakan dan total 105 kuesioner yang dapat digunakan dianalisis.160 sampel didistribusikan melalui WhatsApp dan Instagram menggunakan Google form untuk mendapatkan data primer. Data yang telah dikumpulkan akan diperiksa dengan evaluasi tahap instrumen penelitian dengan meliputi (uji realibilitas dan uji validitas). Tahapan uji asumsi konvensional meliputii (multikolinearitas, uji realibilitas, dan uji validitas). Uji asumsi klasik meliputi (heteroskedasitas, uji normalitas, dan uji multikolinearitas). Tahap ini melibatkan pengujian hipotesis yang telah diajukan dalam penelitian ini dengan menggunakan uji koefisien determinasi, uji simultan (uji f), uji parsial (uji t). Temuan yang telah dilakukan mengungkapkan bahwasannya variabel keyakinan agama memiliki pengaruh tidak signifikan. Lalu, pada variabel keamanan bahan, logo halal, dan promosi memiliki pengaruh secara signifikan terhadap niat beli produk halal kosmetik Wardah pada generasi Z baik secara parsial maupun simultan.Keywords:halal logoreligious beliefpurchase intentionsafety of product materialspromotion]]>
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