Pengaruh Religiusitas terhadap Niat Beli Kosmetik Halal dengan Sikap Millenial sebagai Mediasi
Keywords:
Niat Beli, Religiusitas, Sikap
Abstract
Indonesia adalah negara berpenduduk mayoritas muslim sehingga kehalalan suatu produk menjadi penting bagi masyarakat. Sebagian besar kosmetik diproduksi oleh negara-negara non-Islam, yang dapat menyebabkan ketidaksepakatan mengenai apakah bahan baku yang digunakan halal atau tidak. Tujuan penelitian ini yaitu menguji pengaruh religiusitas dan sikap pembelian kosmetik halal terhadap niiat beli. Bidang penelitian ini masih relatif langka meskipun terdapat kemajuan dalam bisnis kosmetik halal di Indonesia. Metode penelitian ini memanfaatkan sampel generasi milenial dan selanjutnya dianalisis menggunakan SEM. Hasilnya menunjukkan bahwa religiusitas memainkan peran penting dalam membentuk sikap dan niat beli. Pada akhirnya, ditemukan bahwa sikap memiliki peran mediasi dalam dampak religiusitas terhadap niat beli. Oleh karena itu, penting bagi para pemangku kepentingan industri untuk mengutamakan pertimbangan religiusitas dalam upaya promosi produk mereka, karena hal ini dapat secara efektif merangsang niat beli konsumen.
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Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319.
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http://www.gbgindonesia.com/en/manufacturing/article/2018/indonesia_s_cosmetics_in dustry_the_rise_of_halal_cosmetics_11842.php
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He, Q., Duan, Y., Wang, R., & Fu, Z. (2019). Factors Affecting Consumers’ Purchase Intention of Eco‐friendly Food in China: The Evidence From Respondents in Beijing. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12525
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Huang, Y., & Liu, F. (2019). Effect of Customer Citizenship Behavior on Elderly Customer Purchase Intention Based on Value Co-Creation Theory. Open Journal of Business and Management. https://doi.org/10.4236/ojbm.2019.72044
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Jannah, S. M., & Al-Banna, H. (2021). Halal Awareness and Halal Traceability: Muslim Consumers’ and Entrepreneurs’ Perspectives. Journal of Islamic Monetary Economics and Finance. https://doi.org/10.21098/jimf.v7i2.1328
Karimah, N., & Darwanto, D. (2021). Effect of Halal Awareness, Halal Certification, Food Ingredients Composition, Halal Marketing and Religiosity on Purchase Intention of Imported Food Products. Al-Kharaj Jurnal Ekonomi Keuangan & Bisnis Syariah. https://doi.org/10.47467/alkharaj.v3i2.319
Khan, A., Arafat, M. Y., & Azam, M. K. (2020). Role of Halal Literacy and Religiosity in Buying Intention of Halal Branded Food Products in India. Journal of Islamic Marketing. https://doi.org/10.1108/jima-08-2019-0175
Khan, N., Sarwar, A., & Tan, B. C. (2020). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-11-2019-0248
Kumar, S. (2005). Exploratory analysis of global cosmetic industry: major players, technology and market trends. Technovation, 25(11), 1263–1272.
Larasati, A., Hati, S. R. H., & Safira, A. (2018). Religiusitas Dan Pengetahuan Terhadap Sikap Dan Intensi Konsumen Muslim Untuk Membeli Produk Kosmetik Halal. Esensi Jurnal Bisnis Dan Manajemen. https://doi.org/10.15408/ess.v8i2.7459
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Liu, Y., Huang, Y., & Mao, Y. (2018). The Impact of Residential Customer Participation on Purchasing Intention: The Mediating Effect of Customer Perceived Valu. https://doi.org/10.2991/emehss-18.2018.92
Luthfiyah, H., & Salwa, S. (2019). Prediction of Halal Cosmetics Purchasing by Combining Theory of Planned Behavior and Religiosity. https://doi.org/10.33422/icmhs.2019.03.153
Mahliza, F., & Prasetya, P. (2021). Determining Purchase Intention in Halal Personal Care Product: Study on Muslimah Millennial Generation. Jurnal Aplikasi Manajemen. https://doi.org/10.21776/ub.jam.2021.019.02.08
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Memon, N. Y. J., Azhar, S. M., Haque, R., & Bhutto, N. A. (2019). Religiosity as a Moderator Between Theory of Planned Behavior and Halal Purchase Intention. Journal of Islamic Marketing. https://doi.org/10.1108/jima-01-2019-0006
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Mohtar, S. H. B., Rizal, M. S., Toha, M., & Maukar, A. L. (2021). Factors Influencing Customer Purchase Intention Towards Halal Logo on Food Packaging in Melaka. Ideas Journal of Management & Technology. https://doi.org/10.33021/ideas.v1i1.3376
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Mukhtar, A., & Butt, M. (2012). Niat memilih Halal produk : peran religiusitas. 3(2), 108–120.
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2023-12-31
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