Persepsi Gen Z terhadap Penerapan Rantai Pasok Halal pada Industri Kosmetik

Abstract

Halal supply chain in the cosmetic industry is a very important aspect for the muslim consumers that desires to use products that aligns with their religious principles. Halal supply chain encompass every single production steps, from raw materials until final distribution of the product. Generation Z, which consists individuals who were born on the mid 1990s until early 2010s, has a very significant role in the cosmetic industry. This study aims to determine the factors that influence the perceptions of Gen Z when purchasing halal cosmetic products. This study was conducted by distributing questionnaire through social media such as Twitter and Instagram for Gen Z in Medan that are using cosmetic products. From the distributed questionnaire, respondents includes Gen Z that are born within 1999-2009. 50 respondents were obtained which includes 20 Muslim respondents and 30 non-Muslim respondents. From the data, it is discovered that religion does not affect Gen Z’s perception in purchasing halal cosmetics, although Muslim Gen Z has a higher percentage for halal cosmetics consumer compared to the non-Muslim Gen Z. The data was processed by Structural Equation Modelling using SmartPLS where it would be analyzed for the value of factor loading, average variance extracted, Fornell-Larcker criterion, R-square, path coefficient, dan T-statistics. These values concluded which indicators that are affected and those are the selection of raw materials on attitude, the selection of raw materials on purchase intention, the production process with consumer perceptions of halal labels, and the production process associated with attitudes.