Abstract
Indonesia's beauty industry continues to grow year after year. This growth creates enormous opportunities in Indonesia's vast beauty market. The cosmetics industry is a flagship industry, meaning it is a priority sector that will play a major role in driving future economic growth. The purpose of this study is to analyse the influence of the Korean wave and brand ambassadors on the decision to purchase cosmetic products among Generation Z in Bukittinggi, both directly and indirectly through halal image as an intervening variable, as well as to determine the role of halal image in mediating the relationship between the Korean wave and brand ambassadors and the decision to purchase cosmetics among Generation Z in Bukittinggi. This research is quantitative in nature. It is classified as field research, which aims to study the background and circumstances intensively. This study uses SEM-PLS analysis, and the data were analyzed using the Warp Partial Least Squares programme. The respondents were 291 Gen Z individuals in Bukittinggi. The results indicate that the Korean Wave and brand ambassadors have a positive and significant effect on cosmetic purchasing decisions. In addition, the Korean Wave and brand ambassadors positively and significantly affect halal image, and halal image positively and significantly affects purchasing decisions. The mediation test results show that halal image mediates the influence of the Korean Wave and brand ambassadors on purchasing decisions. Thus, the Korean Wave, Brand Ambassadors, and Halal Image are important factors in increasing Gen Z's decision to purchase cosmetics in the city of Bukittinggi.