PENGARUH PENGETAHUAN PRODUK, RELIGIUSITAS DAN KESADARAN HALAL TERHADAP MINAT PEMBELIAN PRODUK KOSMETIK WARDAH DI JAKARTA SELATAN

HARTINI, DELYA DWI (2025) PENGARUH PENGETAHUAN PRODUK, RELIGIUSITAS DAN KESADARAN HALAL TERHADAP MINAT PEMBELIAN PRODUK KOSMETIK WARDAH DI JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of product knowledge, religiosity, and halal awareness on purchase intention of Wardah cosmetic products in South Jakarta. The population of this research consists of prospective Wardah consumers in the South Jakarta area. A total of 100 respondents were selected using purposive sampling. Data were collected through a survey with a questionnaire as the research instrument. The data were analyzed using Structural Equation Modeling (SEM) with Partial Least Square (PLS) approach through SmartPLS version 4.1.1.4. The findings reveal that product knowledge has a positive and significant effect on purchase intention, while halal awareness also shows a positive and significant effect on purchase intention. In contrast, religiosity has a positive but not significant effect on purchase intention of Wardah cosmetic products. Keywords: Product Knowledge, Religiosity, Halal Awareness, Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh pengetahuan produk, religiusitas, dan kesadaran halal terhadap minat pembelian produk kosmetik Wardah di Jakarta Selatan. Populasi dalam penelitian ini adalah calon konsumen Wardah di wilayah Jakarta Selatan. Sampel yang digunakan sebanyak 100 responden, dengan metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data dilakukan melalui survei dengan instrumen penelitian berupa kuesioner. Analisis data menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan program SmartPLS versi 4.1.1.4. Hasil penelitian menunjukkan bahwa pengetahuan produk berpengaruh positif dan signifikan terhadap minat pembelian, kesadaran halal berpengaruh positif dan signifikan terhadap minat pembelian, sedangkan religiusitas berpengaruh posistif tetapi tidak signifikan terhadap minat pembelian produk kosmetik Wardah. Kata Kunci: Pengetahuan Produk, Religiusitas, Kesadaran Halal, Minat Pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122110154
Uncontrolled Keywords:	Pengetahuan Produk, Religiusitas, Kesadaran Halal, Minat Pembelian
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	10 Nov 2025 07:00
Last Modified:	10 Nov 2025 07:00
URI:	http://repository.mercubuana.ac.id/id/eprint/100093

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