The concept of "Halal," signifying adherence to Islamic principles, holds paramount importance in various spheres of life for Muslims. This study delves into the factors that influence the purchase of Halal beauty supplements among millennials, recognizing the significance of aligning consumption with religious beliefs. The study employs a quantitative research design, gathering data through a questionnaire distributed among students from Universiti Malaysia Sarawak (UNIMAS) and Universiti Teknologi MARA Samarahan (UiTM Samarahan). A multi-stage sampling technique was utilized to ensure diverse respondent representation. The questionnaire, structured based on existing literature, covers demographic information and factors guiding Halal beauty supplement purchases. Analysis using SPSS software reveals statistically significant relationships between attitudes, subjective norms, and purchasing behavior, highlighting the pivotal role of these factors in influencing millennials' choices. The study's findings offer a nuanced understanding of the Halal market and provide practical implications for consumers and producers, emphasizing the importance of conscientious consumption and Halal certification. This research serves as a valuable reference for future studies exploring consumer behavior in the Halal cosmetics industry, paving the way for further investigations in this field.
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