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Di era globalisasi, perkembangan tren ekonomi dan literasi mengalami pertumbuhan yang sangat cepat. Tren ekonomi halal dan industri halal juga mengalami kemajuan pesat seiring dengan meningkatnya jumlah konsumen halal di seluruh dunia. Pengaruh tren halal ini terlihat dalam preferensi generasi Z terhadap kosmetik yang memiliki label halal, menunjukkan kesadaran mereka terhadap kehalalan produk kosmetik. Oleh karena itu, penting untuk melakukan penelitian guna memahami faktor-faktor yang mempengaruhi kesadaran dan preferensi generasi Z terhadap kosmetik berlabel halal di Bogor. Penelitian ini menggunakan metode kuantitatif dengan menggunakan kuesioner dan menerapkan teknik purposive sampling dalam pengambilan sampel. Penelitian kuantitatif ini melibatkan 103 responden dan menerapkan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak Smart-PLS 3.0. Variabelnya meliputi kontrol perilaku, norma subjektif dan sikap. Temuan dari penelitian ini adalah dari ketiga variable tersebut semuanya berpengaruh positif signifikan terhadap minat beli kosmetik berlabel halal pada gen z di Bogor.
Kata kunci: Kontrol Perilaku, Norma Subjektif, Sikap, Kosmetik Halal
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