Analisis Pengaruh Sikap, Norma Subjektif Dan Persepsi Kontrol Perilaku Terhadap Perilaku Pembelian Produk Skincare Halal Pada Kaum Wanita Di Indonesia

Dumillah, Wahyu Retno (2021) Analisis Pengaruh Sikap, Norma Subjektif Dan Persepsi Kontrol Perilaku Terhadap Perilaku Pembelian Produk Skincare Halal Pada Kaum Wanita Di Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Studi ini membahas mengenai pengaruh sikap, norma subjektif dan persepsi kontrol perilaku terhadap perilaku pembelian produk skincare halal pada kaum wanita di Indonesia. Data dikumpulkan melalui kuesioner yang disebarkan secara online. Jumlah responden yang terlibat berjumlah 54 orang responden. Data yang diperoleh diolah dengan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan software SmartPLS3. Hasil penelitian menunjukkan bahwa sikap memiliki pengaruh secara positif dan signifikan untuk membeli produk skincare halal. Sementara persepsi kontrol perilaku memiliki pengaruh positif tetapi tidak signifikan dan norma subjektif tidak memiliki pengaruh atau berpengaruh secara negatif untuk membeli produk skincare halal. Studi ini juga menunjukkan bahwa intensi memiliki pengaruh secara positif dan signifikan terhadap perilaku pembelian produk skincare halal. Selain itu, pengetahuan tidak memiliki pengaruh terhadap sikap tetapi religiusitas memiliki pengaruh terhadap sikap.
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This study discusses about attitudes, subjective norms and perceived behavioral control on the consumer’s purchasing behavior toward halal skincare product in Indonesian women. Datas were collected through questionnaires that distributed online. The numbers of respondents who involved were 54 respondents. The data obtained were processed using Structural Equation Modeling (SEM) method with SmartPLS3. The results showed that attitude had a positive and significant influence on buying halal skincare products. While perceived control behavioral had positive but not significant and subjective norms had no or negative influence on buying halal skincare product. This study also found that intention has a positive and significant influence on purchasing behavior of halal skincare products. In addition, knowledge has no influence towards attitudes but religiosity had.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	norma subjektif, perawatan kulit halal, persepsi kontrol perilaku, sikap, Structural Equation Modeling, attitudes, halal skincare, perceived behavioral control, Structural Equation Modeling , subjective norms
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User:	Wahyu Retno Dumillah
Date Deposited:	10 Sep 2021 03:52
Last Modified:	10 Sep 2021 03:52
URI:	http://repository.its.ac.id/id/eprint/91955

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