Balques, Agnesya (2017) Analisis sikap, norma subjektif, dan niat beli produk kosmetik halal pada konsumen muslimah di Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pasar industri kosmetik di Indonesia bertumbuh secara positif setiap tahunnya. Hal ini sejalan dengan pertumbuhan industri kosmetik halal dengan rata-rata pertumbuhan 10% pada tahun 2015–2020. Fenomena tersebut membuat perusahaan kosmetik berlomba-lomba untuk memberikan label halal pada produknya tak terkecuali perusahaan kosmetik multinasional. Perusahaan tidak dapat bergantung hanya pada kehalalan produknya jika ingin bersaing dan bertahan dalam industri kosmetik halal. Perusahaan perlu mengetahui lebih jauh faktor apa saja yang dapat mempengaruhi niat beli produk kosmetik halal agar dapat memenangkan persaingan sehingga, penelitian ini dilakukan untuk mengetahui pengaruh halal awareness, religiosity, sertifikasi halal, dan pemasaran halal terhadap sikap konsumen serta pengaruh norma subjektif dan sikap terhadap niat beli produk kosmetik halal.
Metode penelitian ini menggunakan deskriptif-konklusif multiple cross- sectional design, serta teknik pengambilan sampel menggunakan convinience sampling. Penyebaran kuesioner dilakukan dengan menggunakan metode online dan offline kepada 273 wanita karir beragama Muslim berusia 21 – 50 tahun yang merupakan pengguna aktif kosmetik di Surabaya. Penelitian ini menggunakan analisis deskriptif dan Structural Equation Modeling (SEM) untuk menguji hipotesis. Temuan dari penelitian ini adalah terdapat pengaruh signifikan antara halal awareness, religiosity, sertifikasi halal, dan pemasaran halal terhadap sikap serta norma subjektif dan sikap berpengaruh signifikan terhadap niat beli produk kosmetik halal. Implikasi manajerial dapat diaplikasikan oleh perusahaan kosmetik halal untuk membentuk sikap positif dan meningkatkan pendapatan perusahaan.
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Cosmetics industry market in Indonesia has rapidly grown every year. The growth of cosmetic industry in line with the growth of cosmetic industry with increase about 10% in 2015-2020. This phenomenon makes domestic and multinational cosmetic companies try to put halal label on their products. However, in order to compete and survive in halal cosmetics industry, companies can’t rely only putting halal label on their products. Companies need to understand what factors can affect purchase intention of halal cosmetic products in order to win competition in the market thus, this study conducted to determine the effect of halal awareness, religiosity, halal certification, and halal marketing towards consumer attitudes and the influence of subjective norms and attitudes towards halal cosmetics product purchase intentions.
The research method using descriptive conclusive multiple cross sectional design and using convenience sampling as sampling technique. The questionnaires administrated by using online and offline survey method to 273 career women aged about 21 – 50 years and active users of cosmetics in Surabaya. This research uses descriptive analysis and Structural Equation Modeling (SEM) to test the hypothesis. The finding of this research is halal awareness, religiosity, halal certification, and halal marketing positively influence consumer attitudes. Moreover, subjective norms and attitudes positively influence purchase intentions of halal cosmetic products. The managerial implications can be applied by companies to create the positive attitude and improve the revenue.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | kosmetik halal, halal awareness, religiosity, sertifikasi halal, pemasaran halal, norma subjektif, sikap, niat beli konsumen |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Agnesya Balques |
| Date Deposited: | 29 Sep 2017 07:18 |
| Last Modified: | 08 Mar 2019 06:26 |
| URI: | http://repository.its.ac.id/id/eprint/45713 |
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