DRIVERS OF MUSLIM GENERATION Z MEN’S PURCHASE DECISIONS TOWARD NON-HALAL-CERTIFIED LOCAL PERFUMES IN BANDUNG

Abstract

The increasing popularity of locally produced perfumes reflects the growing concern among men regarding personal appearance and self-expression. However, the presence of local perfumes without halal certification raises questions about the extent to which halal considerations influence purchasing decisions. This study aims to examine halal awareness, product quality, price, social media influencers, and purchasing decisions related to non-halal-certified local perfumes. It also analyzes the influence of halal awareness, product quality, price, and social media influencers on purchasing decisions. This research employs a quantitative approach with a causal design and descriptive analysis. The relationships between variables were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Data were collected from 220 Muslim male respondents from Generation Z residing in Bandung City. The descriptive results indicate that product quality, price, social media influencers, and purchasing decisions fall into the high category, while halal awareness is moderate. Hypothesis testing shows that halal awareness has a negative and insignificant effect on purchasing decisions, whereas product quality, price, and social media influencers have positive and significant effects. These findings highlight a paradox between religious awareness and functional considerations among Muslim Generation Z male consumers and emphasize the need for stronger collaboration to enhance halal strategies and digital transformation in the local industry.