Determinan Niat Pembelian Produk Wardah di Jakarta
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Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh religiusitas terhadap niat pembelian melalui gaya hidup dan sikap. Sampel dari penelitian ini melibatkan 150 responden wanita yang menggunakan produk Wardah di Jakarta, yang dipilih dengan menggunakan convenience sampling. Data diambil dengan menggunakan kuesioner secara online dan diolah menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil dari penelitian ini adalah religiusitas hanya dapat mempengaruhi niat pembelian secara tidak langsung melalui gaya hidup dan sikap. Gaya hidup mempengaruhi niat pembelian secara langsung maupun secara tidak langsung melalui sikap dan sikap dapat mempengaruhi niat pembelian.
The purpose of this study was to examine the effect of religiosity on purchase intentions through lifestyle and attitudes. The sample of this study involved 150 female respondents who used Wardah products in Jakarta, which were selected using convenience sampling. Data were taken using a bold questionnaire and processed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The result of this study is that religiosity can only affect purchase intentions indirectly through lifestyle and attitudes. Lifestyle affects purchase intentions directly or indirectly through attitudes and attitudes can affect purchase intentions.
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