Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021

Building Muslim Consumers Purchase Intention Toward Local Halal Cosmetic Products

Skripsi, 030 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-03 11:51:53
Oleh : Wawang Kusdiana - 175264031 (wawan.kusdiana.mpem417@polban.ac.id)
Dibuat : 2023-01-03, dengan 4 file

Keyword : Local Halal Cosmetic Products, Knowledge, Religiosity, Attitude, Islamic Advertising, Purchase Intention, Quality

.

Deskripsi Alternatif :

This study aims to determine the effect of knowledge, religiosity, attitudes, and Islamic advertising factors on the purchase intention of local halal cosmetic products. In addition, it also aims to find out the reasons for the purchase intention of Muslim consumers towards local halal cosmetic products and to determine the purchase intentions of Muslim consumers towards imported cosmetic products in the future. This study uses 392 respondents who are Muslim and domiciled in West Java. Then to test the model and hypothesis using Smart PLS Software and qualitative analysis. The results of this study indicate that all hypotheses are accepted. Knowledge and religiosity have a positive and significant influence on attitudes and purchase intention. Then, attitude and Islamic advertising have a positive and significant influence on the purchase intention of local halal cosmetics products. Companies can build consumer attitudes through knowledge and religiosity. If consumer attitudes have been formed, it will affect purchase intentions. In addition, knowledge and religiosity have an indirect effect on purchase intention through attitudes. Next, companies in creating consumer purchase intentions can do promotions through Islamic advertising. Then, based on the results of qualitative analysis, the main reason consumers intend to buy local halal cosmetic products is due to quality. Unfortunately, consumers who intend to buy imported halal cosmetic products in the future are still high. Keywords: Local Halal Cosmetic Products, Knowledge, Religiosity, Attitude, Islamic Advertising, Purchase Intention, Quality.

Beri Komentar ?#(0) | Bookmark

PropertiNilai Properti
ID PublisherJBPTPPOLBAN
Organisasi
Nama KontakErlin Arvelina
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon022 201 3789 ext. 168, 169, 239
Fax022 201 3889
E-mail Administratorerlin.arvelina@polban.ac.id
E-mail CKOerlin.arvelina@polban.ac.id

Print ...

Kontributor...

  • Supervisor: Dr. Mohamad Farid Najib, S.E., M.Si.

    Co-Supervisor: Fatya Alty Amalia, S.Farm.,Apt., MSM., Editor: Erlin Arvelina

Download...