THE INFLUENCE OF RELIGIUS, PRODUCT KNOWLEDGE, AND HALAL AWARENESS ON INTEREST IN PURCHASING WARDAH HALAL COSMETIC PRODUCTS

Rana Fairus Hanifah, Albari Albari

Abstract


ABSTRAK
Tujuan diadakannya penelitian berikut ialah menemukan pengaruh religiusitas akan minat pembelian produk kosmetik halal yangmana dimediasi oleh pengetahuan produk dan kesadaran halal menggunakan objek penelitian Wardah. Uji hipotesis penelitian berikut mendayagunakan 166 sampel penelitian yang bertempat tinggal di Indonesia, beragama Islam, serta menggunakan produk kosmetik halal Wardah. Teknik pemungutan sampel yang dipergunakan ialah convenience sampling. Teknik analisis penelitian berikut memanfaatkan analisa SEM yang mana diolah dengan aplikasi AMOS versi 24. Pencapaian analisis melalui SEM AMOS menyatakan bahwasanya variabel religiusitas berdampak positif signifikan akan variabel pengetahuan produk. Kemudian, variabel religiusitas berdampak positif akan variabel keinsafan halal. Lalu variabel pengetahuan produk diperoleh hasil yang tidak signifikan dalam mempengaruh variabel kesadaran halal. Selanjutnya, variabel pengetahuan produk dan kesadaran halal membagikan dampak positif signifikan akan variabel peminatan konsumsi. Sementara itu, variabel religiusitas menunjukkan pengaruh yang tidak signifikan dalam mempengaruhi variabel minat beli.

 

ABSTRACT
This research purposely to established the influence of religiosity towards halal cosmetics obtain motive mediated by product knowledge and halal consciousness with Wardah as research object. Hypothesis testing in this study using 166 samples who live in Indonesia, are Muslim, and using halal cosmetic products from Wardah. The sampling methode uses is satisfaction sampling. The analysis methode in this study uses SEM analysis which was cultivate use AMOS version 24 application. The output of the analysis through SEM AMOS show that religiosity include a significant absolute impact on product learning. Religiosity also have a absolute impact towards halal awareness. Then, product knowledge obtained insignificant results in influencing halal awareness. Furthermore, product learning and halal consciousness has absolute impact on obtain significant positive effects on purchase motive. Meanwhile, religiosity shows no significant effect on purchase intention.

 


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References


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Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting Halal purchase intention – evidence from Pakistan’s Halal food sector. Management Research Review, 38(6), 640–660. https://doi.org/10.1108/MRR-01-2014-0022

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DOI: http://dx.doi.org/10.31000/dmj.v7i4.9546

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