ANALISIS SIKAP, NORMA SUBJEKTIF, DAN NIAT BELI PRODUK KOSMETIK HALAL PADA KONSUMEN MUSLIMAH DI SURABAYA

Agnesya Balques, Bustanul Arifin Noer, Varah Nuzulfah
Submission Date: 2017-07-28 13:34:53
Accepted Date: 2017-12-31 15:38:18

Abstract


Pasar industri kosmetik di Indonesia bertumbuh secara positif setiap tahunnya. Hal ini sejalan dengan pertumbuhan industri kosmetik halal dengan rata-rata pertumbuhan 10% pada tahun 2015–2020. Fenomena tersebut membuat perusahaan kosmetik berlomba-lomba untuk memberikan label halal pada produknya tak terkecuali perusahaan kosmetik multinasional. Perusahaan tidak dapat bergantung hanya pada kehalalan produknya jika ingin bersaing dan bertahan dalam industri kosmetik halal. Perusahaan perlu mengetahui lebih jauh faktor apa saja yang dapat mempengaruhi niat beli produk kosmetik halal agar dapat memenangkan persaingan sehingga, penelitian ini dilakukan untuk mengetahui pengaruh halal awareness, religiosity, sertifikasi halal, dan pemasaran halal terhadap sikap konsumen serta pengaruh norma subjektif dan sikap terhadap niat beli produk kosmetik halal.

Metode penelitian ini menggunakan deskriptif-konklusif multiple cross- sectional design, serta teknik pengambilan sampel menggunakan convinience sampling. Penyebaran kuesioner dilakukan dengan menggunakan metode online dan offline kepada 273 wanita karir beragama Muslim berusia 21 – 50 tahun yang merupakan pengguna aktif kosmetik di Surabaya. Penelitian ini menggunakan analisis deskriptif dan Structural Equation Modeling (SEM) untuk menguji hipotesis. Temuan dari penelitian ini adalah terdapat pengaruh signifikan antara halal awareness, religiosity, sertifikasi halal, dan pemasaran halal terhadap sikap serta norma subjektif dan sikap berpengaruh signifikan terhadap niat beli produk kosmetik halal. Implikasi manajerial dapat diaplikasikan oleh perusahaan kosmetik halal untuk membentuk sikap positif dan meningkatkan pendapatan perusahaan.

Keywords


Kosmetik Halal; Halal Awareness; Religiosity; Sertifikasi Halal; Pemasaran Halal; Norma Subjektif; Sikap; Niat Beli Konsumen

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