Peran mediasi attitude toward product terhadap purchase intention halal cosmetic pada konsumen wanita di Indonesia
Info Katalog
File Repositori
Subyek : Marketing -- Management
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Kata Kunci : attitude; halal cosmetic; purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2023_TS_MMJ_122011910012_Halaman-Judul.pdf | ||
| 2. | 2023_TS_MMJ_122011910012_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TS_MMJ_122011910012_Bab-1_Pendahuluan.pdf | ||
| 4. | 2023_TS_MMJ_122011910012_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2023_TS_MMJ_122011910012_Bab-3_Metodologi-Penelitian.pdf |
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| 6. | 2023_TS_MMJ_122011910012_Bab-4_Analisis-dan-Pembahasan.pdf |
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| 7. | 2023_TS_MMJ_122011910012_Bab-5_Kesimpulan.pdf | ||
| 8. | 2023_TS_MMJ_122011910012_Daftar-Pustaka.pdf | ||
| 9. | 2023_TS_MMJ_122011910012_Lampiran.pdf |
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T Tujuan penelitan ini adalah untuk mengidentifikasi faktor-faktor yang dapat meningkatkan purchase intention merek lokal halal cosmetic Indonesia dengan mediasi attitude. Sampel penelitian ini adalah konsumen wanita yang telah membeli produk serum, lip cream dan lipstick merek lokal halal cosmetic (Wardah, Emina dan Make Over). Pada penelitian ini jumlah data yang diolah sebanyak 258 responden yang dianalisis dengan metode analisis statistik SEM dengan bantuan LISREL 8.0. Hasil penelitian menunjukkan bahwa brand image, perceived value, religious belief, halal certification memiliki peran positif dan signifikan terhadap attitude. Brand image, perceived value, religious belief, halal certification dan attitude memiliki peran positif dan signifikan terhadap purchase intention. Subjective norm tidak memiliki peran signifikan terhadap attitude maupun purchase intention. Hasil uji peran mediasi ditemukan bahwa attitude memiliki peran sebagai mediator antara brand image, perceived value, religious belief dan halal certification terhadap purchase intention. Kesimpulan penelitian ini adalah subjective norm bukan termasuk salah satu faktor yang dapat meningkatkan purchase intention halal cosmetic dan attitude memiliki peran sebagai mediator parsial terhadap purchase intention. Implikasi penelitian ini adalah manajer harus meningkatkan brand image, perceived value, religious belief, halal certification, subjective norm, attitude dan purchase intention untuk menarik minat konsumen untuk membeli merek lokal halal cosmetic. Pada penelitian selanjutnya perlu memperluas domisili responden agar lebih menggambarkan konsumen wanita Indonesia secara umum.
T The purpose of this research is to identify factors that can increase the purchase intention of local Indonesian halal cosmetic brands with attitude mediation. The sample of this study were female consumers who had bought serum, lip cream and lipstick from local halal cosmetic brands (Wardah, Emina and Make Over). In this study, the amount of data processed was 258 respondents who were analyzed using the SEM statistical analysis method with the help of LISREL 8.0. The results of the study show that brand image, perceived value, religious belief, halal certification have a positive and significant role in attitude. Brand image, perceived value, religious belief, halal certification and attitude have a positive and significant role on purchase intention. Subjective norms do not have a significant role on attitude or purchase intention. The results of the mediation role test found that attitude has a role as a mediator between brand image, perceived value, religious belief and halal certification on purchase intention. The conclusion of this study is that subjective norms are not one of the factors that can increase halal cosmetic purchase intention and attitude has a role as a partial mediator on purchase intention. The implication of this research is that managers must improve brand image, perceived value, religious belief, halal certification, subjective norms, attitude and purchase intention to attract consumers to buy local halal cosmetic brands. In future research, it is necessary to expand the respondent's domicile to better describe Indonesian female consumers in general.
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