ANTESEDEN NIAT BELI PADA PRODUK KOSMETIK HALAL
QORIN AISYA KUSUMANINGTYAS
041614353048
Dosen Pembimbing
Prof. Dr. Tanti Handriana, SE.,Msi.
ABSTRACT
Indonesia, as the world’s largest Muslim population and increasing trend in cosmetics demand, have been made Indonesia as a potential market for halal cosmetics product. This study was conducted to understand about consumer purchasing behavior and factors that affect consumers intention to purchase halal cosmetics by using a model of Theory of Planned Behavior. Data were collected using five points Likert-scale questionnaire and then analysed using statistical techniques Structural Equation Modelling (SEM)-PLS. The study found there are seven antecedents of intentions namely, religiosity, subjective norm, product involvement, product image, halal awareness, perceived behavior control and attitude. There were have positive relationship on consumer attitude to purchase halal cosmetics.
Keywords : Halal cosmetics, TPB, religiosity, subjective norm, product involvement, halal awareness, attitude, purchase intention.