Penentuan Sikap Konsumen terhadap Keputusan Pembelian Produk Kosmetik Halal

Penelitian ini ditujukan untuk mengetahui karakteristik konsumen dalam keputusan pembelian produk kosmetik halal serta menganalisis pengaruh kesadaran halal, religiusitas dan Theory of Planned of Behavior (TPB). Teknik analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan software IBM SPSS AMOS 26. Jenis penelitian yang digunakan adalah penelitian kuantitatif, pengambilan data melalui penyebaran kuesioner kepada 242 konsumen muslim produk kosmetik halal di Jabodetabek. Pengumpulan data dilakukan dengan menggunakan Google Form melalui media sosial dan instant messenger. Temuan penelitian menunjukkan hubungan antara variabel kesadaran halal, religiusitas, sikap, norma subjektif, dan kontrol perilaku terhadap minat beli produk kosmetik halal. Implikasi manajerial dapat diaplikasikan perusahaan kosmetik untuk meningkatkan minat beli konsumen terhadap produk kosmetik halal. Pada studi selanjutnya, peneliti dapat menerapkan teori lain untuk mempelajari minat beli, seperti teori nilai konsumsi atau teori difusi inovasi. ================================================================================================================================ This study aims to determine consumer characteristics in purchasing decisions for halal cosmetic products and to analyze the influence of religiosity, halal awareness and Theory of Planned Behavior (TPB). The analysis technique used is Structural Equation Modeling (SEM) using IBM SPSS AMOS 26 software. The type of research used is quantitative research, collecting data by distributing questionnaires to 242 Muslim consumers of halal cosmetic products in Jabodetabek. Data collection is using Google Form through social media and instant messengers. Research finding there are correlation between religiosity, halal awareness, attitude, subjective norm, and perceived behavioral control toward purchase intention. Managerial implications can be applied by cosmetic companies to increase consumer buying interest in halal cosmetic products. In future studies, researchers can apply other theories to study purchase intention, such as the theory of consumption value or the theory of innovation diffusion