The Influence of Halal Awareness, Product Quality, and Masculinity on the Purchase Intentions of Male Muslim Gen Z Consumers Toward Halal Skincare Products

Abstract

The beauty and personal care industry in Indonesia is growing rapidly, and the trend toward skincare is no longer dominated solely by women but is also beginning to shift toward the male market segment, particularly Generation Z. As a country with a Muslim majority, halal certification is a crucial factor that must be considered when consuming skincare products. However, preliminary study results indicate that halal awareness among Muslim male consumers remains relatively low. On the other hand, the shift from traditional concepts of masculinity toward a more modern perspective is also influencing men’s openness to using skincare products. Therefore, this study aims to identify and analyze the influence of halal awareness, product quality, and masculinity on Gen Z Muslim male consumers’ purchase intent for halal skincare products. This study employed a quantitative approach, with primary data collected directly through the distribution of questionnaires. Sampling was conducted using a purposive sampling technique based on specific criteria. Based on a statistical power analysis, the minimum sample size determined for this study was 145 respondents. The data analysis technique applied was multiple linear regression analysis using SPSS statistical software. The findings indicate that, when analyzed individually, the variable “halal awareness” has a positive and significant effect on the intention to purchase halal skincare products. Similarly, the product quality variable was found to have a strong, positive, and significant influence on consumer purchase intent. Conversely, the masculinity variable did not show a significant positive effect on the purchase intent for halal skincare products in this segment.