The Influence of Knowledge, Religiosity, Attitudes to Behavior, Subjective Norms & Perceptions of Behavioral Control on Attitudes and Buybacks of Muslim Generation Consumers on Cosmetic Products Without a Halal Logo

DAY OF SARTIKA DEWI
041514353070
Supervisor
Dr. Masmira Kurniawati, SE., Msi.

ABSTRACT

Indonesia as the largest Muslim country in the world, is one of the potential market for cosmetics, but in the other hand based on LPPOM MUI only 72 companies put halal logo on their packaging. Halal logos are not only a guarantee for Muslim consumers that what they consume or use is based on Islamic law, but also the producer guarantees that the goods or services meet halal standards (Arif, 2009).
On the other hand, accretion Muslim in Indonesia brings new trend for marketing in Indonesia, and it's called as Muslim Generation or GenM. GenM are people with charectistics: living in modern life, think globally, and go hand in hand, but they implement firm values ​​of Islam in their life.
The purpose of this research was to determine factors that affect repurchase intention on cosmetics non-halal logo and determine factors that affect consumers on attitude towards non-halal logo in cosmetics. The method used in this research was quantitative, data treated through a questionnaire that was distributed to 228 GenM respondents in Indonesia. PLS analysis results indicate attitude toward behavior and perceived behavior control as factors affected repurchase intention on cosmetic with non-halal logo. And knowledge, religiosity and subjective norm, are factors that are not affected on repurchase intention on cosmetic with non-halal logo.

Keywords: Theory of Planned Behavior (TPB), knowledge, attitude toward behavior, perceived behavior control, religiosity, subjective norm, attitude toward product, repurchase intention.