HALAL COSMETICS IN THE EYES OF MILLENNIAL MUSLIMS: FACTOR ANALYSIS OF HALAL LABELS AND CELEBRITY ENDORSERS
Downloads
This research aims to show the effect of the value of the halal label and celebrity endorser on purchasing decisions for halal cosmetic products with religiosity as a moderating variable. The method uses descriptive quantitative by analyzing the responses to questionnaires distributed to 228 respondents in Indonesia. Based on previous research, four hypotheses were built, and the collected data were processed using a path analysis tool through the Smart PLS 3.3.3 application. The results showed that the halal label variable and celebrity endorser significantly affected purchasing decisions for halal cosmetic products, with religiosity as a moderating variable. Meanwhile, the religiosity variable does not moderate the effect of the halal label and celebrity endorser on the decision to purchase halal cosmetic products. This finding confirms that religiosity has not sufficiently strengthened the influence of the halal label and celebrity endorser on the decision to purchase halal cosmetic products. In order to increase knowledge of Muslim halal in purchasing decisions for halal cosmetic products, the role of halal guarantee institutions and cosmetic manufacturers is needed in optimizing halal certification both from the content and production process. Business actors must increase awareness of the halalness of a product that can convince and encourage Muslim consumers, especially the millennial generation, to make decisions to purchase halal cosmetic products in Indonesia. This study is the first to examine the halal label and celebrity endorser on the decision to purchase halal cosmetic products with religiosity as a moderating variable and reveal its strength and weakness.
A, W. P., Sunaryo, S., & Wijayanti, R. (2020). The Effect between Religious Belief, Halal Logo, and Halal Product Knowledge on Purchase Intention Mediat-ed by Halal Awareness (Study on Consumers of Beverage Franchise Products in Malang). South East Asia Journal of Contemporary Business, Economics and Law, 21(5), 306–319.
Adriani, L., & Ma'ruf, M. (2020). Pengaruh Islamic Religiosity dan Halal Knowledge terhadap Purchase Intention Kosmetik Halal Dimediasi oleh Attitude terhadap Produk Halal di Indonesia. AL-MUZARA'AH, 8(1), 57–72. https://doi.org/10.29244/jam.8.1.57-72
Afina, F. N., Rahayu, A., Monoarfa, H., Rosida, R., & Juliana, J. (2019). Factor Analysis on Purchasing Decision of Islamic Insurance (A survey on an Islamic insurance participants in Bandung). Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018). https://doi.org/10.2991/icebef-18.2019.61
Al-Banna, H., & Jannah, S. M. (2022). The push, pull, and mooring effects toward switching intention to halal cosmetic products. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-12-2021-0392
Al Qorni, G. F. W., & Juliana, J. (2020). SHARIA PROPERTY PURCHASE DECISION WITHOUT BANK: ANALYSIS OF THE INFLUENCE OF PRICE FACTORS, ENVIRONMENT AND RELIGIOSITY. Jurnal Ekonomika Dan Bisnis Islam, 3(3), 234–245. https://doi.org/10.26740/jekobi.v3n3.p234-245
Al Umar, A. U. A., Mustofa, M. T. L., Fitria, D., Jannah, A. M., & Arinta, Y. N. (2021). Pengaruh Label Halal dan Tanggal Kadaluarsa Terhadap Keputusan Pembelian Produk Sidomuncul. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 641–647. https://doi.org/10.36778/jesya.v4i1.348
Alatas, S., & Tabrani, M. (2018). The Influence of Celebrity Endorses on Purchase Intention through Brand Crediblity. Journal of Management and Innovation, 9(1), 91–105.
Alim, S. A., Mawardi, M. K., & Bafadhal, A. S. (2018). The Influence of Perception of Halal Label and Product Quality on Muslim Fashion Product Purchase Decisions (Survey on Zoya Muslim Product Customers in Malang City). Jurnal Administrasi Bisnis, 61(1).
Aspan, H., Sipayung, I. M., Muharrami, A. P., & Ritonga, H. M. (2017). The Effect of Halal Label, Halal Awarness, Product Price, and Brand Image to the Purchasing Decision on Cosmetic Products (Case Study on Consumers of Sari Ayu Martha Tilaar in Binjai City). International Journal of Global Sustainability, Macrothink Institute, 1(1), 55–66.
Audrey, A. N., & Usman, O. (2021). Influence Celebrity Endorser, Brand Image, and Brand Trust on Emina's Cosmetics Product Purchase Decisions. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3768801
Damayanti, E., Rahayu, A., & Juliana, J. (2017). Impact of Knowledge of Sharing Ratio and Family Religiousity Environtment to Customer Decision: Survey on Bank BRI Syariah KCP Bandung Kopo. 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017), 235–239.
Hair, J. F. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hasibuan, S. W., Nasution, Y., & Siregar, S. (2019). The Effect of Health and Religious Beliefs on Consumer Consciousness of Using Halal Cosmetics. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 2(3), 239–249. https://doi.org/10.33258/birci.v2i3.413
Hidayati, N., & Yuliandani, L. (2020). Pengaruh Beauty Vlogger, Citra Merek Dan Label Halal Terhadap Minat Beli Produk Kosmetik Wardah. JSMA (Jurnal Sains Manajemen Dan Akuntansi), 12(1), 65–76. https://doi.org/10.37151/jsma.v12i1.50
Ifeanyichukwu, C. D. (2016). Effect of Celebrity Endorsements on Consumers Purchase Decision in Nigeria. International Research Journal of Management, IT & Social Sciences, 3(9), 103. https://doi.org/10.21744/irjmis.v3i9.261
Juliana, J. (2017). Shariapreneur in Realizing Community Welfare. Corbooks.
Kotler, P., & Armstrong, G. (2016). Principles Of Marketing (15th ed.). Pearson Education Limited.
Kotler, Philip, & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson education.
Kusuma, A. M., Hikmah, M. A., & Marom, A. (2020). Pengaruh Islamic Branding, Kualitas Produk, dan Lifestyle terhadap Minat Pembelian Produk Skincare pada Generasi Millenial di Kabupaten Kudus. BISNIS : Jurnal Bisnis Dan Manajemen Islam, 8(2), 289. https://doi.org/10.21043/bisnis.v8i2.9165
Lk, A. M. K., Arimbawa, I. G., & Damayanti, E. (2019). THE INFLUENCE OF CELEBRITY ENDORSER, PRODUCT QUALITY AND PRICE ON PURCHASE DECISIONS AND CUSTOMER SATISFACTION ON VIVO BRAND SMARTPHONES IN SURABAYA. Journal of World Conference (JWC), 1(2), 252–256. https://doi.org/10.29138/prd.v1i2.148
Mansyuroh, F. A. (2020). The Influence of Perception and Religiosity on the Purchase of Skin Care Without a Halal Label on Generation Z Muslims in Banjarmasin. Proceedings of the Antasari International Conference.
Manurung, R. F. C., & Rizki, L. . T. (2009). Successful Financial Planner. Grasindo.
Mariana, M., & Azmi, M. N. (2019). Tren Beragam: Analisis Makna Hijrah yang Dibajak. Proceeding Antasari International Conference, 1(1).
Mudzakkir, M. F., & Nurfarida, I. N. (2014). RELIGIOUSITY COMMITMENT DALAM MEMODERASI HUBUNGAN BRAND AWARENESS TERHADAP NIAT PEMBELIAN. Jurnal Ekonomi MODERNISASI, 10(3), 170. https://doi.org/10.21067/jem.v10i3.850
Muflih, M., & Juliana, J. (2021). Halal-labeled food shopping behavior: the role of spirituality, image, trust, and satisfaction. Journal of Islamic Marketing, 12(8), 1603–1618. https://doi.org/10.1108/JIMA-10-2019-0200
Muzayanah, U. (2018). Trend Beragama Remaja Era Milenial: Analisis Perilaku Siswa SMA di Jawa Tengah. FIKRAH, 6(2), 261. https://doi.org/10.21043/fikrah.v6i2.4007
Nasrullah, M. (2015). Islamic Branding, Religiusitas dan Keputusan Konsumen Terhadap Produk. Institut Agama Islam Negeri Pekalongan.
National Committee for Sharia Economics and Finance. (2020). Insight: Buletin Ekonomi Syariah, Optimisme Asuransi Syariah Capai Pertumbuhan Produktif 2020. KNEKS.
Nawangsari, L. C., Widayati, C. C., & Crazy, A. E. (2020). The Effect of Celebrity Endorsement, Electronic Word of Mouth, and Customer Satisfaction to Purchasing Decision. Journal of Marketing and Consumer Research, 67. https://doi.org/10.7176/JMCR/67-04
Nazir, M. (2011). Mold Research Methods 6. Ghalia Indonesia.
Niswah, F. M. (2018). Hubungan persepsi dan religiusitas terhadap Keputusan pembelian kosmetik tanpa label halal. Jurnal Middle East Ad Islamic Studies, 5(1), 47–66.
Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention. Journal of Islamic Marketing, 11(3), 603–620. https://doi.org/10.1108/JIMA-11-2018-0220
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
Pramintasari, T. R., & Fatmawati, I. (2017). Pengaruh Keyakinan Religius, Peran Sertifikasi Halal, Paparan Informasi, Dan Alasan Kesehatan Terhadap Kesadaran Masyarakat Pada Produk Makanan Halal. Jurnal Manajemen Bisnis, 8(1), 1–33.
Rohmatun, K. I., & Dewi, C. K. (2017). Pengaruh Pengetahuan Dan Religiusitas Terhadap Niat Beli Pada Kosmetik Halal Melalui Sikap. ECODEMICA: Jurnal Ekonomi, Manajemen, Dan Bisnis, 1(1). https://doi.org/10.31294/jeco.v1i1.1420
Sahir, S. H., Ramadhani, A., & Tarigan, E. D. (2016). he Influence of Lifestyle, Halal Labels, and Prices on Wardah Cosmetics Purchase Decisions in Management Study Program Students, Faculty of Economics, University of Medan Area Medan. Journal of Business and Management Concepts.
Saputra, A., Alwie, A. F., & Widayatsari, A. (2020). Pengaruh Promosi dan Kualitas Pelayanan terhadap Kepercayaan dan Loyalitas Donatur Dompet Dhuafa Riau (The Effect of Promotion and Quality of Service on the Trust and Loyalty of Dompet Dhuafa Riau). Jurnal Dakwah Risalah; Vol 31, No 1 (2020): Juni 2020. https://doi.org/10.24014/jdr.v31i1.10040
Sigma Research Indonesia. (2017). Skincare Product Trends & Behavior 2017.
Simbolon, F. P. (2019). The Impact of Halal Label, Price, And Brand on the Purchase Decision of Bakso Wagyu in Kota Wisata Cibubur. The Winners, 20(2), 111. https://doi.org/10.21512/tw.v20i2.5891
Sunaryo, S., & Sudiro, A. (2018). The Impact of Brand Awareness on Purchase Decision: Mediating Effect of Halal logo and Religious beliefs on Halal Food in Malang Indonesia. Journal of Islamic Finance & Business, 4(1), 28–37.
Widyaningrum, P. W. (2016). PENGARUH LABEL HALAL DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA KONSUMEN WARDAH DI PONOROGO). Jurnal Ekonomi Syariah Indonesia, 6(2). https://doi.org/10.21927/jesi.2016.6(2).%25p
Wilujeng, I. P., Wahyudi, H. D., Juhariah, L., & Respati, Y. (2019). PREDICTING INTEREST IN BUYING HALAL PRODUCTS USING THEORY REASON ACTION. International Journal of Business, Economics, and Law, 20(5).
Zahara, M. N., Wildan, D., & Komariah, S. (2020). Gerakan Hijrah: Pencarian Identitas Untuk Muslim Milenial di Era Digital. Indonesian Journal of Sociology, Education, and Development, 2(1), 58–70.
ZAP Beauty. (2020). Zap Beuty Index. Zap Clinic. http://zapclinic.com/blog/beauty/zap-beauty-index-2020/215
Zuhriyah, K., Kodir, D. A., & Slamet, A. R. (2018). Pengaruh Pengetahuan Produk Halal, Religiusitas dan Halal Awareness Terhadap Keputusan Pembelian Kosmetik Halal. E-Jurnal Riset Manajemen.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Every manuscript submitted to JEBIS must obey to the policy and terms set by Journal of Economics and Business Islamic.
- Publication rights on the contents of manuscript published by JEBIS is owned by JEBIS under consent and approval by the corresponding author(s).
- Full text of electronic publication of manuscripts can be accessed free if used for the purpose of education and research according to copyright regulation.
- Share ” copy and redistribute the material in any medium or format
- Adapt ” remix, transform, and build upon the material
- You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- You may not use the material for commercial purposes.
- If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.