ANALISIS PENGARUH PLANNED BEHAVIORAL LIP CREAM KOSMETIK WARDAH TERHADAP PURCHASE INTENTION DAN CONSUMER BUYING BEHAVIOR SECARA ONLINE PADA MAHASISWA UNIVERSITAS ISLAM RIAU

Aulya Rahman Baihaqi

Abstract


Penduduk muslim di Indonesia maupun di dunia mengalami pertumbuhan serta diikuti dengan peningkatan pendapatan mereka di setiap negara-negara mayoritas beragama Islam. Dengan adanya peningkatan ini, maka permintaan terhadap produk halal baik di Indonesia maupun di negara mayoritas muslim lainnya meningkat. Meskipun pasar untuk produk kosmetik halal adalah besar, sebagian besar kosmetik dan produk perawatan pribadi lainnya dibuat oleh produsen non-Muslim di negara-negara non-Muslim, yang dapat menyebabkan perselisihan tentang hal-hal yang halal dari bahan-bahan mereka. Salah satu merk kosmetik halal yang beredar di Indonesia ialah Wardah. Penelitian ini bertujuan untuk memperoleh informasi yang lebih jelas mengenai bagaimana planned behavioral kosmetik lip cream Wardah, terhadap purchase intention dan consumer buying behavior mahasiswa pada produk kosmetik wardah. Teknik analisis data yang dilakukan dengan program pemodelan persamaan struktural (SEM) untuk menyesuaikan data dengan model TPB. Dari hasil analisis data dan pengujian hipotesis yang telah dilakukan diperoleh bahwa, terdapat pengaruh pada variabel sikap, norma subyektif persepsi kontrol perilaku terhadap minat beli. Serta terdapat juga pengaruh pada variabel minat beli dan variabel persepsi kontrol perilaku terhadap perilaku pembelian konsumen.

Keywords


Kosmetik; Perilaku Konsumen; Produk Halal

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DOI: http://dx.doi.org/10.24014/jiq.v17i1.12767

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