Analisis Perilaku Belanja Generasi Milenial terhadap Produk Kosmetik Halal di Kota Batam
Abstract
Tren kecantikan yang terus berkembang mendorong peningkatan pada penggunaan kosmetik halal. Tujuan dari penelitian ini adalah untuk menguji faktor-faktor yang mempengaruhi niat beli pada produk kosmetik halal. Data yang dikumpulkan dalam penelitian ini dalam bentuk survei dan teknik pengambilan sampel yang digunaakan adalah purposive sampling. Responden dalam penelitian ini ada sebanyak 341 muslimah generasi milenial. Hasil penelitian menunjukkan dari 7 hipotesis yang diuji, 6 diantaranya diterima yaitu H1, H3, H4, H5, H6, H7. Hipotesis yang diterima adalah pengaruh brand image terhadap trust, knowledge terhadap attitude, religious belief terhadap attitude, halal awareness terhadap attitude, trust terhadap purchase inention dan attitude terhadap purchase intention. H2 merupakan satu-satunya hipotesis yang tidak diterima, yaitu pengaruh brand image terhadap attitude.
Kata Kunci: kosmetik halal; brand image; halal awareness; attitude; purchase intention.
Abstract
Beauty trends that continue to develop encourage an increase in the use of halal cosmetics. The purpose of this study was to examine the factors that influence purchase intentions on halal cosmetic products. The data collected in this study was in the form of a survey and the sampling technique used was purposive sampling. Respondents in this study were 341 millennial generation Muslim women. The results showed that of the 7 hypotheses tested, 6 of them were accepted, namely H1, H3, H4, H5, H6, H7. The accepted hypothesis is the influence of brand image on trust, knowledge on attitude, religious belief on attitude, halal awareness on attitude, trust on purchase intention and attitude on purchase intention. H2 is the only hypothesis that is not accepted, namely the influence of brand image on attitude.
Keywords: halal cosmetics; brand image; halal awareness; attitude; purchase intentions.
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DOI: https://doi.org/10.37531/sejaman.v4i3.2500
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