ANALISIS PERILAKU ISLAMI TERHADAP NIAT BELI KOSMETIK HALAL MELALUI SIKAP KONSUMEN

Lisa Adriani, Ma'ruf Ma'ruf

Abstract


ABSTRAK

Tren di masyarakat Indonesia saat ini, yaitu tren hijrah. Masyarakat mengubah gaya hidup menjadi lebih sadar dan peduli dengan kehalalan suatu produk. Standar halal berkembang dari produk makanan-minuman, kini mencakup produk jasa dan gaya hidup (kosmetik halal). Salah satu kosmetik halal yang dijual di Indonesia yaitu Kosmetik Merek Make Over. Make Over telah terdaftar di Majelis Ulama Indonesia sebagai kosmetik halal. Tujuan penelitian adalah menganalisis pengaruh langsung antara variabel agama islam, pengetahuan halal, gaya hidup halal terhadap variabel niat beli dan pengaruh tidak langsung yang dimediasi oleh variabel sikap. Teknik pengambilan sampel yaitu purposive sampling sebanyak 185 responden. Teknik analisis data yaitu analisis kuantitatif dengan alat analisis menggunakan SMART PLS 3. Hasil analisis menunjukkan pengaruh positif signifikan antara variabel agama islam, pengetahuan halal, gaya hidup halal terhadap variabel niat beli secara langsung dan terdapat hubungan tidak langsung melalui variabel sikap dengan mediasi parsial. Sehingga pemasar perlu memperhatikan, mendukung prinsip halal dan open minded terhadap perubahan.

 

ABSTRACT

The current trend in Indonesian society is the hijrah trend. People change lifestyles to become more aware and concerned with the halal of a product. Halal standard developed from food-beverage products, now it develops service and lifestyle products (halal cosmetics). One of the halal cosmetics sold in Indonesia is the Make Over Cosmetics Brand. Make Over has been registered in the Indonesian Ulema Council as halal cosmetics. The purpose of this research is to analyze directly between the variables of Islamic religion, halal knowledge, halal lifestyle to the purchase intention variable and the indirect effect mediated by the attitude variable. The sampling technique is purposive sampling of 185 respondents. The data analysis technique is quantitative analysis using SMART PLS 3. The results of the analysis show a significant positive effect between Islamic religious variables, halal knowledge, halal lifestyle on direct purchase intention variables and indirectly related through influence variables with partial mediation. Need to be considered, supporting the principle of halal and open-minded to change.


Keywords


Religiosity, Lifestyle, Halal, Indonesia, Islam, Cosmetic, Make Over, Purchase Intention, Knowledge, Attitude

References


Rahman, A. A., Asrarhaghighi, E., & Rahman, S. A. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, 6(1), 148–163. https://doi.org/10.1108/JIMA-09-2013-0068

Bachdar, S. (2018). Mengenal Paragon, Produsen di Balik Kemahsyuran Wardah. Retrieved from Markeeters website: http://marketeers.com/mengenal-paragon-produsen-di-balik-kemahsyuran-wardah

Thomson, R. (2018). State of the Global Islamic Economy Report 2018/19. In Dubai International Financial Centre. Retrieved from https://haladinar.io/hdn/doc/report2018.pdf

Essoo, N., & Dibb, S. (2004). Religious Influences on Shopping Behaviour: An Exploratory Study. Journal of Marketing Management, 20(7-8), 683–712. https://doi.org/10.1362/0267257041838728

Balques, A., Noer, B. A., & Nuzulfah, V. (2017). Analisis Sikap, Norma Subjektif, Dan Niat Beli Produk Kosmetik Halal Pada Konsumen Muslimah Di Surabaya. Jurnal Sains Dan Seni ITS, 6(2). https://doi.org/10.12962/j23373520.v6i2.2547

Al-Otoum, F. J., & Nimri, R. S. (2015). Antecedents of Consumers ’ Behavior towards Halal Food among Jordanian Customers : A Structural Equation Modeling ( SEM ) Approach. Journal of Marketing and Consumer Research, 12, 19–26. Retrieved from www.iiste.org

Ahmad, A. N., Rahman, A. A., & Rahman, S. A. (2015). Assessing Knowledge and Religiosity on Consumer Behavior towards Halal Food and Cosmetic Products. International Journal of Social Science and Humanity, 5(1), 10–14. https://doi.org/10.7763/ijssh.2015.v5.413

Sadra Tabassi. (2012). The role of animosity, religiosity and ethnocentrism on consumer purchase intention: A study in Malaysia toward European brands. African Journal of Business Management, 6(23), 6890–6902. https://doi.org/10.5897/ajbm11.2867

Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: The role of religiosity. Journal of Islamic Marketing, 3(2), 108–120. https://doi.org/10.1108/17590831211232519

Adiba, E. M., & Wulandari, D. A. (2018). Pengaruh Halal Knowledge, Islamic Religiosity, dan Attitude terhadap Behavior Konsumen Muslim Generasi Y Pengguna Kosmetik Halal di Surabaya. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 1(3), 357–369. https://doi.org/10.31842/jurnal-inobis.v1i3.42

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, 8(2), 105–114. https://doi.org/10.15408/ess.v8i2.7459

Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125

Rahim, N. F., Zurina Shafii, & Syahidawati Shahwan. (2015). Awareness and perception of Muslim consumers on halal cosmetics and personal care products. International Journal of Business, Economics and Management, 2(1), 1–14

Maichum, K., Parichatnon, S., & Peng, K.-C. (2017). The Influence of Attitude, Knowledge and Quality on Purchase Intention towards Halal Food: A Case Study of Young Non-Muslim Consumers in Thailand. IRA-International Journal of Management & Social Sciences (ISSN 2455-2267), 6(3), 354. https://doi.org/10.21013/jmss.v6.n3.p3

Jaafar, H. S., Omar, E. N., Osman, M. R., & Faisol, N. (2013). The Concept of Halal Logistics – an. 5th International Conference on Transport and Logistics (ICLT 2013), (January 2014), 2006–2011

Setiadi, N. (2010). Perilaku Konsumen (Revisi). Jakarta: Kencana Prenada Media Group

Ekasari, N., & Hartono, R. (2015). Pengaruh Faktor-Faktor Gaya Hidup Konsumen Terhadap Keputusan Pembelian Laptop Apple. Jurusan Manajemen Fakultas Ekonomi Dan Bisnis Universitas Jambi, 1(1), 65–72

Ulfa, R., Wulandari, D., & Subagio, N. A. (2014). Pengaruh Hijabers Community Terhadap Gaya Hidup Dan Keputusan Pembelian Hijab Pada Mahasiswa Fakultas Ekonomi Universitas Jember. E-Journal Ekonomi Bisnis Dan Akuntansi Universitas Jember, 1(1), 67–71. Retrieved from http://jurnal.unej.ac.id

Listyorini, S. (2012). Analisis Faktor-Faktor Gaya Hidup dan Pengaruhnya Terhadap Pembelian Rumah Sehat Sederhana (Studi Pada Pelanggan Perumahan Puri Dinar Mas PT. Ajisaka di Semarang). Jurnal Administrasi Bisnis Undip, 1(1), 12–24

Briliana, V., & Mursito, N. (2017). Exploring antecedents and consequences of Indonesian Muslim youths’ attitude towards halal cosmetic products: A case study in Jakarta. Asia Pacific Management Review, 22(4), 176–184. https://doi.org/10.1016/j.apmrv.2017.07.012

Souiden, N., & Marzouki, R. (2017). Consumer attitude and purchase intentions toward Islamic banks: the influence of religiosity. International Journal of Bank Marketing, 33(2), 1–37. https://doi.org/http://dx.doi.org/10.1108/IJBM-10-2013-0115

Putri, I. S., Daryanti, S., & Ningtias, A. R. (2019). The influence of knowledge and religiosity with mediation of attitude toward the intention of repurchasing halal cosmetics. Proceedings of the 12th Advances in Economics, Business and Management Research, 72(ICMBR 2018), 172–177. https://doi.org/10.2991/icbmr-18.2019.29

Bang, H. K., Ellinger, A. E., Hadjimarcou, J., & Traichal, P. A. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychology and Marketing, 17(6), 449–468. https://doi.org/10.1002/(SICI)1520-6793(200006)17:6<449::AID-MAR2>3.0.CO;2-8

Sekaran, U. (2017). Metode Penelitian untuk Bisnis (6th ed.). Jakarta: Salemba Empat

Burhanudin, T. (2018). Makin Kaya, Makin Religius, dan Kian Konsumtif. Retrieved from Marketing.co.id website: https://marketing.co.id/makin-kaya-makin-religius-dan-kian-konsumtif

Kementrian Keuangan. (2019). Kelas Menengah Penggerak Ekonomi Indonesia. Retrieved from Kementrian Keuangan website: https://www.kemenkeu.go.id/publikasi/berita/kelas-menengah-penggerak-ekonomi-indonesia

Elseidi, R. I. (2018). Determinants of halal purchasing intentions: evidences from UK. Journal of Islamic Marketing, 9(1), 167–190. https://doi.org/10.1108/JIMA-02-2016-0013

Lada, S., Harvey Tanakinjal, G., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76.doi.org/10.1108/17538390910946276




DOI: https://doi.org/10.34149/jmbr.v17i1.176

JMBR Editorial Office: PPM School of Management, Jl. Menteng Raya 9-19 Jakarta 10340 Phone: 021-2300313 ext 2354

 View My Stats

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.