The Role of Religiosity to Purchase Decision of Halal Cosmetics in Youth

. In Islam, halal refers to what is allowed, while haram refers to what is forbidden. The word halal is frequently connected with food. However, this phrase encompasses more than just food. This is also true when it comes to cosmetics. This study is going to investigate the effect of religiosity on to purchase decision of halal cosmetics in youth. The method used for this research is quantitative. The analytical tool used in SmartPLS 3.2.0. The sample in this research amounted to 100 respondents from 3 faculties in UMPP. The result of this research indicates that religiosity affects purchase decisions. Even though religiosity affects purchase decision but youth does not matter about the halalness of the cosmetics they buy due to the understanding that halal is only something that is eaten. It implies that young consumers of halal cosmetics do not tend to the halalness of the product. The government is expected to be increasingly concerned with the number of the circulation of cosmetic products, considering that Indonesia is the country with the largest Muslim population in the world, tightening halal products by issuing a mandatory halal logo on its products.