Muslim Consumer Behavior and Purchase
DOI:
https://doi.org/10.30983/es.v5i1.4170Keywords:
Consumer Behavior, Purchasing Decision, Halal Cosmetics, PLS-SEMAbstract
This study aims to analyze the factors that influence the behavior of Muslim consumers in West Java in purchasing decisions of halal cosmetic products, which include factors of attitude, subjective norms, perceived behavioral control, religiosity, knowledge, and halal labeling. This study used descriptive and verification methods with a quantitative approach. The sample used in this study were 412 Muslim women with an age range of 15-64 years which were taken by purposive sampling technique. Data were collected through questionnaires and analyzed using the Partial Least Square-Structural Equation Model (PLS-SEM) method. The results of this research showed that attitude, subjective norm, religiosity, knowledge, and halal labeling have positive and significant impacts on purchasing decisions, while the perceptions of behavior control have no significant impacts on purchasing decisions. This finding showed that the purchase decision of halal cosmetic products of Muslim consumers can be influenced by several factors, and halal labeling has a greater influence. This study also reveals that some Muslim consumers do not know the halal label of a product. This research contributes to encouraging cosmetic companies that do not yet have halal certification to apply for halal certification and this finding is also a reference for the government to require halal certificates for cosmetic products.
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Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi perilaku konsumen Muslim Jawa Barat dalam keputusan pembelian produk kosmetik halal, yang meliputi factor sikap, norma subjektif, persepsi kontrol perilaku, religiusitas, pengetahuan, dan labelisasi halal. Penelitian ini menggunakan metode deskriptif dan verifikatif yang dianalisis dengan pendekatan kuantitatif. Sampel yang digunakan dalam penelitian ini adalah sebanyak 412 perempuan Muslim berusia 15-64 tahun dan berdomisili di Jawa Barat yang diambil dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis dengan menggunakan metode Partial Least Square-Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa faktor-faktor seperti sikap, norma subjektif, religiusitas, pengetahuan, dan labelisasi halal memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian, sedangkan persepsi kontrol perilaku tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa keputusan pembelian produk kosmetik halal dari konsumen muslim dapat dipengaruhi oleh beberapa faktor, dimana labelisasi halal memiliki pengaruh yang lebih besar. Penelitian ini juga mengungkap bahwa sebagian konsumen muslim di Jawa Barat belum mengetahui label halal dari suatu produk. Penelitian ini berkontribusi dalam mendorong perusahaan kosmetik yang belum memiliki sertifikasi halal untuk mengajukan sertifikasi halal dan sebagai pertimbangan bagi pemerintah untuk mewajibkan produk yang beredar di Indonesia bersertifikat halal.
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