Pengaruh Pengetahuan dan Keagamaan terhadap Sikap yang Mempengaruhi Minat Pembelian Konsumen Muslim pada Kosmetik Halal di Jabodetabek

Main Article Content

Marcellita Oktaviani
Hetty Karunia Tunjungsari

Abstract

The purpose of this study is to examine whether 1) knowledge and religiosity affect the attitude of purchasing halal cosmetics, 2) knowledge and religiosity have a positive significant effect on the purchase intention of halal cosmetics, 3) attitudes mediate the affect between knowledge and religiosity on the purchase intention of halal cosmetics, 4) there are significant differences between attitudes and purchase intention of halal cosmetics and halal food. The unit of analysis of this study is the Muslim community that uses cosmetics and domiciled in JABODETABEK. Data was collected through a survey using a questionnaire. The respondents amounted to 200 respondents were selected by purposive sampling method. The data processing method used was PLS which processed through smartPLS 3.0 software. The results showed that 1) knowledge does not have a significant effect on attitudes and purchase intention of halal cosmetics, 2) religiosity has a significant effect on attitudes and purchase intention of halal cosmetics, 3) attitudes have a significant effect on purchase intention, and 4) attitudes mediate the effect between religiosity and the purchase intention of halal cosmetics. But it does not mediate between knowledge and purchase intention of halal cosmetics. 5) there are significant differences between attitudes and purchase intention of halal cosmetics and halal food.

 

Penelitian ini mempunyai tujuan untuk menguji apakah 1) pengetahuan dan keagamaan mempengaruhi sikap pembelian kosmetik halal, 2) pengetahuan dan keagamaan memiliki pengaruh positif signifikan terhadap minat pembelian kosmetik halal, 3) sikap memediasi pengaruh antara pengetahuan dan keagamaan terhadap minat pembelian kosmetik halal, 4) terdapat perbedaan yang signifikan antara sikap dan minat pembelian kosmetik halal dan makanan halal. Unit analis penelitian ini adalah masyarakat beragama Islam yang menggunakan kosmetik dan berdomisili di JABODETABEK. Data didapatkan melalui survei dengan menggunakan kuesioner. Responden yang didapatkan adalah 200 responden dengan teknik purposive sampling. Metode pengolahan data menggunakan PLS yang diproses melalui software smartPLS 3.0. Dari hasil penelitian ditunjukkan bahwa 1) pengetahuan tidak memiliki pengaruh signifikan terhadap sikap dan minat pembelian kosmetik halal dan keagamaan memiliki pengaruh signfikan terhadap sikap dan minat pembelian kosmetik halal. 2) sikap memiliki pengaruh signifikan terhadap minat pembelian, 3) sikap memediasi pengaruh antara keagamaan dengan minat pembelian kosmetik halal. Namun tidak memediasi antara pengetahuan dengan minat pembelian kosmetik halal. 4) terdapat perbedaan yang signifikan antara sikap dan minat pembelian kosmetik halal dan makanan halal. 

Article Details

How to Cite
Oktaviani, M., & Tunjungsari, H. K. (2021). Pengaruh Pengetahuan dan Keagamaan terhadap Sikap yang Mempengaruhi Minat Pembelian Konsumen Muslim pada Kosmetik Halal di Jabodetabek. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(4), 364–368. https://doi.org/10.24912/jmbk.v5i4.12793
Section
Articles
Author Biographies

Marcellita Oktaviani, Universitas Tarumanagara

Program Studi Magister Manajemen

Hetty Karunia Tunjungsari, Universitas Tarumanagara

Program Studi Magister Manajemen

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