Edukasi Kosmetik Halal dan Beauty Class Untuk Meningkatkan Literasi Halal dan Intensi Membeli Generasi Z di Kota Depok
Authors
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Sylvia Rozza
Politeknik Negeri Jakarta
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Ida Syafrida
Politeknik Negeri Jakarta
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Tetty Rimenda
Politeknik Negeri Jakarta
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Rizal Rahman Fauzan
Politeknik Negeri Jakarta
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Aliyyah Yasmin
Politeknik Negeri Jakarta
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Amelia Putri Azzahra
Politeknik Negeri Jakarta
DOI:
https://doi.org/10.36312/linov.v11i2.5639Keywords:
kosmetik halal, Generasi Z, literasi halal, intensi membeli, kelas kecantikanAbstract
Indonesia dan Malaysia, sebagai negara dengan populasi Muslim terbesar di dunia, berkomitmen untuk menjadi pemimpin dalam bisnis kosmetik halal global berdasarkan Memorandum of Cooperation (MoC) yang ditandatangani pada Juni 2023. Berdasarkan temuan studi yang dilakukan pada 2024, intensi untuk membeli kosmetik halal di kalangan Gen Z Indonesia lebih rendah dibandingkan dengan Gen Z Malaysia. Wardah, sebagai produsen kosmetik halal terbesar di Indonesia, perlu meningkatkan penjualan kosmetiknya, terutama di kalangan Gen Z, untuk memenuhi komitmen pemerintah menjadikan Indonesia sebagai pemimpin global dalam bisnis kosmetik halal. Melalui kegiatan pengabdian kepada masyarakat dalam skema Lektor Kepala, edukasi dan pelatihan diberikan kepada 66 individu Gen Z untuk meningkatkan intensi mereka membeli kosmetik halal Wardah sebagai mitra dalam kegiatan ini. Untuk memperkuat intensi tersebut, Program Kelas Kecantikan (Beauty Class Program) juga dilaksanakan untuk mempromosikan kosmetik halal dan mengajarkan peserta cara tampil profesional saat memasuki dunia kerja, sehingga Gen Z merasa perlu menggunakan kosmetik Halal. Setelah kegiatan pengabdian kepada masyarakat ini, ditemukan bahwa intensi pembelian Generasi Z telah meningkat. Dari hasil kegiatan ini, diharapkan penjualan Wardah kepada Generasi Z akan meningkat, sehingga dapat mewujudkan komitmen pemerintah menjadi pemimpin bisnis kosmetik halal dunia.
Abstract
Indonesia and Malaysia, as the countries with the largest Muslim populations in the world, are committed to becoming leaders in the global halal cosmetics business under a Memorandum of Cooperation (MoC) signed in June 2023. Based on the findings of a study conducted in 2024, the intention to purchase halal cosmetics among Indonesian Gen Z, is lower than that of Malaysian Gen Z. Wardah, as one of the largest halal cosmetics producer in Indonesia, needs to increase its cosmetics sales, particularly among Gen Z, to fulfill the government's commitment to make Indonesia a global leader in the halal cosmetics business. Through community service activities under a university community service program, education was provided to 66 Gen Z individuals to increase their intention to purchase Wardah halal cosmetics as partners in this initiative. To strengthen this intention, a Beauty Class Program was also conducted to promote halal cosmetics and teach participants how to present themselves professionally when entering the workforce, thereby making them feel the need to use halal cosmetics. Following the community service activities, it was found that Gen Z's purchasing intent had increased. Through this initiative, it is hoped that Wardah's sales to Gen Z will rise, thereby fulfilling the Indonesian government's commitment
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Copyright (c) 2026 Sylvia Rozza, Ida Syafrida, Tetty Rimenda, Rizal Rahman Fauzan, Aliyyah Yasmin, Amelia Putri Azzahra
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