FAKTOR-FAKTOR YANG MEMPENGARUHI INTENSI PEMBELIAN KOSMETIK HALAL
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Dewasa ini, semakin banyak masyarakat yang menyadari eksistensi produk halal, terutama di kalangan konsumen Muslim. Produk halal semakin diminati mulai dari makanan, produk keuangan dan non-keuangan, hingga pariwisata dan produk kesehatan. Hal ini mendorong produsen yang bergerak di bidang makanan, kosmetik, dan produk farmasi untuk menyusun strategi dalam memasarkan produknya. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh faktor-faktor yaitu brand, price, quality dan labelling terhadap intensi pembelian kosmetik halal. Populasi dalam penelitian ini adalah muslimah yang berdomisili di Jawa Barat. Adapun teknik pengambilan sampel yang digunakan adalah purposive sampling-quota sampling dengan jumlah sampel sebanyak 106 orang. Metode yang digunakan dalam penelitian ini adalah metode kausalitas dengan pendekatan kuantitatif. Adapun teknik analisis data yang digunakan adalah regresi linier berganda. Hasilnya menunjukkan bahwa dari empat variabel independen hanya tiga variabel yang berpengaruh signifikan terhadap intensi pembelian kosmetik halal, yaitu: brand, price dan labelling. Sedangkan quality tidak berpengaruh signifikan. Adapun secara simultan semua variabel X (brand, price, quality dan labelling) berpengaruh terhadap intensi pembelian kosmetik halal.
Keywords: Brand, Price, Quality, Labelling, Intention, Halal Cosmetic
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