The Effect of Experiential Quality and Experiential Value on Behavioral Intention in Halal Cosmetics

ABSTRAK

Dewasa ini kesadaran diri untuk menjaga kesehatan dan kecantikan kulit semakin meningkat. Hal tersebut menyebabkan kosmetik menjadi salah satu produk yang dibutuhkan oleh masyarakat luas dan telah menjadi tren. Experiential quality merupakan faktor penting untuk menciptakan experiential value yang baik. Apabila kedua hal tersebut dirasa baik oleh pelanggan, maka akan timbul niat membeli ulang dan merekomendasikan produk tersebut kepada orang lain. Tujuan dilakukan penelitian ini adalah untuk mengetahui bagaimana pengaruh experiential quality pada behavioral intention dengan experiential value sebagai variabel intervening pada kosmetik halal Golden Viera. Penelitian menggunakan metode kuantitatif dan data yang digunakan dalam penelitian diperoleh dengan cara membagikan kuesioner dengan skala Likert. Teknik purposive sampling digunakan untuk proses pengambilan sampel dengan jumlah sampel sebanyak 50 orang. Kriteria sampel untuk penelitian ini adalah Muslimah yang pernah membeli produk Golden Viera dan pernah menggunakan produk Golden Viera minimal 30 hari berturut-turut. Teknik analisis data menggunakan path analysis. Hasil penelitian ini menunjukkan bahwa experiential quality berpengaruh positif dan signifikan terhadap experiential value dan behavioral intention dan experiential value berpengaruh positif dan signifikan terhadap behavioral intention.

Kata Kunci: Experiential Quality, Experiential Value, Behavioral Intention, Kosmetik Halal.

ABSTRACT

Nowadays self-awareness to maintain skin health and beauty is increasing. This causes cosmetics to become one of the products needed by the wider community and has become a trend. Experiential quality is an important factor to create good experiential value. If both of these things are considered good by the customer, then there will be an intention to repurchase and recommend the product to others. The purpose of this study was to find out how the effect of experiential quality on the behavioral intention with experiential value as an intervening variable in Golden Viera halal cosmetics. The study used quantitative methods and the data used in the study were obtained by distributing questionnaires with a Likert scale. Purposive sampling technique was used for the sampling process with a total sample of 50 people. The sample criteria for this study were Muslim women who had purchased Golden Viera products and had used Golden Viera products for at least 30 consecutive days. The data analysis technique used path analysis. The results of this study indicate that experiential quality has a positive and significant effect on experiential value and behavioral intention and experiential value has a positive and significant effect on behavioral intention.

Keywords: Experiential Quality, Experiential Value, Behavioral Intention, Halal Cosmetics.

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