PERILAKU PEMBELIAN KOSMETIK BERLABEL HALAL OLEH KONSUMEN INDONESIA
DOI:
https://doi.org/10.14203/JEP.22.1.2014.25-39Keywords:
Halal Cosmetics, Islam, Marketing, Consumer Behavior, Structural Equation ModelingAbstract
ndonesia as the world’s largest Muslim population and an increasing trend in cosmetics demand, have made Indonesias a potential market for halal cosmetics products. This study was conducted to understand consumers’ purchasing behavior and factors that affect consumers’ intention to purchase halal cosmetics by using a model of the Theory of Planned Behavior. Total samples used are 205 female respondents who know about halal cosmetics. Data were collected using five points Likert-scale questionnaire and then analyzed using statistical techniques Structural Equation Modeling (SEM) of LISREL 8.5. The study found there three antecedents of intentions, which are attitude, subjective norm and perceived behavioral control, there have positive relationship on consumer intention to purchase halal cosmetics. Subjective norm that describeb, the degree how much consumers are influenced by surrounding people, has the greatest effect on intention and also have a positive relationship to the attitude, thus can be optimized in creating marketing strategy.Downloads
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