Korean Wave, Brand Ambassadors, and Gen Z's Cosmetic Purchase Decisions: The Mediating Role of Halal Image

Authors

  • Ridha Fauzana Universitas Islam Negeri Sjech Djamil Djambek Bukittinggi, Indonesia
  • Hesi Eka Puteri Universitas Islam Negeri Sjech Djamil Djambek Bukittinggi, Indonesia
  • Vewi Julita Universitas Islam Negeri Sjech Djamil Djambek Bukittinggi, Indonesia
  • Nana Gustianda Sekolah Tinggi Agama Islam Negeri Mandailing Natal, Indonesia

DOI:

https://doi.org/10.54298/ijith.v5i1.933

Keywords:

Cosmetic Purchase Decision, Brand Ambassador, Halal Image, Korean Wave

Abstract

Indonesia's beauty industry continues to grow year after year. This growth creates enormous opportunities in Indonesia's vast beauty market. The cosmetics industry is a flagship industry, meaning it is a priority sector that will play a major role in driving future economic growth. The purpose of this study is to analyse the influence of the Korean wave and brand ambassadors on the decision to purchase cosmetic products among Generation Z in Bukittinggi, both directly and indirectly through halal image as an intervening variable, as well as to determine the role of halal image in mediating the relationship between the Korean wave and brand ambassadors and the decision to purchase cosmetics among Generation Z in Bukittinggi. This research is quantitative in nature. It is classified as field research, which aims to study the background and circumstances intensively. This study uses SEM-PLS analysis, and the data were analyzed using the Warp Partial Least Squares programme. The respondents were 291 Gen Z individuals in Bukittinggi. The results indicate that the Korean Wave and brand ambassadors have a positive and significant effect on cosmetic purchasing decisions. In addition, the Korean Wave and brand ambassadors positively and significantly affect halal image, and halal image positively and significantly affects purchasing decisions. The mediation test results show that halal image mediates the influence of the Korean Wave and brand ambassadors on purchasing decisions. Thus, the Korean Wave, Brand Ambassadors, and Halal Image are important factors in increasing Gen Z's decision to purchase cosmetics in the city of Bukittinggi.

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Published

2026-08-31

How to Cite

Fauzana, R., Puteri, H. E., Julita, V., & Gustianda, N. (2026). Korean Wave, Brand Ambassadors, and Gen Z’s Cosmetic Purchase Decisions: The Mediating Role of Halal Image. International Journal of Islamic Thought and Humanities, 5(1), 219–232. https://doi.org/10.54298/ijith.v5i1.933

Issue

Vol. 5 No. 1 (2026): International Journal of Islamic Thought and Humanities

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Articles

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Copyright (c) 2026 Ridha Fauzana , Hesi Eka Puteri, Vewi Julita, Nana Gustianda

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