FAITH-BASED MARKETING: ANTECEDENTS OF PURCHASE INTENTION FOR HALAL-CERTIFIED PERSONAL CARE PRODUCTS

Hanif Adinugroho Widyanto, Muhammad Khalil Irfanur
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Abstract

Tujuan dari penelitian ini adalah untuk menemukan faktor-faktor yang mempengaruhi minat membeli konsumen terhadap produk perawatan pribadi yang tersertifikasi halal. Faktor-faktor yang mempengaruhi niat membeli konsumen adalah religiusitas, kesadaran halal, sertifikasi halal, persepsi pribadi tentang masyarakat, dan pemasaran halal. Penelitian ini menggunakan metode survei dengan kuesioner sebagai instrumen untuk mengumpulkan data dan diberi skor menggunakan Skala Likert dan dianalisa dengan metode regresi berganda pada aplikasi SPSS 24. Penelitian ini dilakukan di wilayah Jabodetabek dengan total 309 responden. Hasil penelitian ini menunjukkan bahwa religiusitas dan kesadaran halal tidak memiliki pengaruh signifikan terhadap niat beli untuk produk perawatan pribadi bersertifikat halal. Selain itu, sertifikasi halal, persepsi pribadi dan masyarakat, dan pemasaran halal ditemukan memiliki pengaruh signifikan terhadap niat pembelian produk perawatan pribadi bersertifikat halal. Semua variabel memiliki pengaruh signifikan secara simultan terhadap niat pembelian produk perawatan pribadi bersertifikat halal. Hasil dari penelitian ini dapat memberikan masukan bagi perusahaan terkait pentingnya melakukan sertifikasi halal bagi produk perawatan pribadi yang mereka produksi agar dapat meningkatkan minat membeli konsumen, dan menentukan secara tepat strategi pemasaran mereka.

 

The purpose of this research was to find out the factors influencing consumer’s purchase intention toward halal-certified personal care products. The factors influencing consumer’s purchase intention investigated in this study were religiosity, halal awareness, halal certification, personal societal perception, and halal marketing. This research is a quantitative research with questionnaire as the instrument to gather the data and was scored using the Likert Scale and analyzed with multiple regression on SPSS 24. This research was conducted in the Greater Jakarta area with a total of 309 respondents. The results of this research showed that religiosity and halal awareness had no significant influence toward purchase intention for halal-certified personal care products. Additionally, personal societal perception, halal certification, and halal marketing were found to have significant influences toward purchase intention of halal-certified personal care products. Finally, all the variables had simultaneously significant influence on purchase intention of halal-certified personal care products. The results of this study could provide companies with a valuable insight regarding the importance of and urgency for halal-certifying their personal care products to improve customer’s purchase intention, and to set their marketing strategy accordingly.

 

Keywords

Purchase Intention; Halal Certification; Religiosity; Halal Awareness; Halal Marketing; Minat Pembelian; Sertifikasi Halal; Religiusitas; Kesadaran Halal; Pemasaran Halal

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