MARDIANI, RIFDAH AULIA (2024) PENGARUH RELIGIOSITY DAN COUNTRY OF ORIGIN TERHADAP PURCHASE INTENTION PRODUK KOSMETIK HALAL WARDAH DENGAN ATTITUDE SEBAGAI VARIABEL MEDIASI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The cosmetics market in Indonesia is rapidly growing with increasing consumer demand. The majority of Indonesia’s population, who are Muslim, prioritize the halal status of products, making halal cosmetics highly appealing, especially to Muslim women. Wardah is the first halal cosmetic brand in Indonesia to receive halal certification. Awareness of the importance of halal products among the Muslim community makes them cautious when choosing products, especially cosmetics. Wardah itself has become a pioneer of halal cosmetics originating from Indonesia and continues to uphold halal principles to this day. This study analyzes the influence of Religiosity (X1), Country of Origin (X2), and Attitude (M) on Purchase Intention (Y) of Wardah halal cosmetic products in Banten province. The study uses the Theory of Planned Behavior (TPB) to analyze consumer behavior in purchasing products. The subjects of the study are Muslim women who have purchased or used Wardah cosmetics. The sampling technique used in this study is non-probability sampling with purposive sampling as the method. Data were collected through a Google Form distributed to 112 respondents and analyzed using the Partial Least Square (PLS) approach. The results show that religiosity has a positive but not significant effect on attitude, while country of origin has a positive and significant effect on attitude. Attitude has a negative and insignificant effect on purchase intention. Religiosity and country of origin have a positive and significant effect on purchase intention. Attitude does not significantly mediate the influence of religiosity and country of origin on purchase intention. Wardah is advised to increase consumer education about the benefits of products from the perspective of religious values, health, and cleanliness, and to improve product quality through innovation without compromising halal standards. Pasar kosmetik di Indonesia berkembang pesat dengan meningkatnya permintaan masyarakat. Mayoritas penduduk Indonesia yang beragama Islam mengutamakan kehalalan produk, sehingga kosmetik halal memiliki daya tarik besar, terutama bagi perempuan Muslim. Wardah adalah merek kosmetik halal pertama di Indonesia yang mendapatkan sertifikasi halal. Kesadaran akan pentingnya produk halal bagi masyarakat muslim membuat mereka harus berhati-hati ketika memilih suatu produk khususnya kosmetik. Wardah sendiri menjadi pioner kosmetik halal yang berasal dari Indonesia yang masih bertahan memegang prinsip halal hingga sekarang. Penelitian ini menganalisis pengaruh Religiosity (X1), Country of Origin (X2), dan Attitude (M) terhadap Purchase Intention (Y) produk kosmetik halal Wardah di provinsi Banten. Penelitian ini menggunakan Theory of Planned Behavior (TPB) untuk menganalisis perilaku konsumen dalam membeli produk. Subjek penelitian adalah perempuan Muslim yang sudah membeli atau memakai kosmetik Wardah. Dalam dalam pengambilan sampel penelitian ini menggunakan teknik non-probability sampling dengan menggunakan purposive sampling sebagai metode pengambilan sampel. Data dikumpulkan melalui google form yang disebarkan kepada 112 responden dan dianalisis menggunakan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa religiosity memiliki pengaruh positif namun tidak signifikan terhadap attitude, sedangkan country of origin memiliki pengaruh positif dan signifikan terhadap attitude. Attitude memiliki pengaruh negatif dan tidak signifikan terhadap purchase intention. Religiosity dan country of origin memiliki pengaruh positif dan signifikan terhadap purchase intention. Attitude tidak memediasi secara signifikan pengaruh religiosity dan country of origin terhadap purchase intention. Perusahaan Wardah disarankan untuk meningkatkan edukasi konsumen tentang manfaat produk dari sisi nilai – nilai agama, kesehatan, dan kebersihan, dan meningkatkan kualitas produk melalui inovasi tanpa mengurangi standar kehalalan.
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