Determinan keputusan pembelian kosmetik halal oleh Muslimah Milenial di Indonesia

The research aims to know the influence of the halal label, celebrity endorser, and word of mouth on the decision to buy interest as an intervening variable by Muslimah millennial cosmetics “PIXY” users. The population in this research is the follower account Instagram @pixycosmetics which uses the product. The technique of sampling with a purposive random sampling method. The samples had 102 respondents, with a questionnaire to collect data. The analysis tool used is path analysis. This research shows that halal labels, celebrity endorsers, and word of mouth positively and insignificantly influence decisions. At the same time, halal labels and celebrity endorsers have a positive and insignificant influence on purchase interest. In contrast, word of mouth positively and significantly affects purchase interest. Meanwhile, purchase interest has a positive and significant effect on decisions. Purchase interest cannot be an intervening variable between halal labels on the decision. Still, purchase interest can become an intervening variable between celebrity endorsers and word of mouth on decisions.