Decision Affecting Factors Of Millennial Generation In Medan City In Buying Wardah Cosmetic Products

Abstract

There are several factors that affect the millennial generation of buying Wardah halal cosmetics, namely attitudes, subjective norms, perceptions, product knowledge and religiosity. This study aims to establish the effect of attitudes, subjective norms, perceptions, product knowledge and religiosity towards the millennial generation decision of Medan City to buy halal cosmetic products. The population of this research is the millennial generation of Medan City with a sample of 100 randomly selected people. The data analysis technique used is Structural Equation Modeling (SEM) analysis using AMOS. The results showed that attitudes, subjective norms, perceptions, knowledge of halal products had a significant positive effect on millennial generation decision of buying Wardah cosmetics.