Factors Affecting Intention to Recommend Halal Cosmetic Products (Case Study in South Tangerang City)

ABSTRAK

Sektor kosmetik halal saat ini dianggap sebagai sektor dengan potensi tertinggi secara global. Berkembangnya tren penggunaan kosmetik halal dipengaruhi oleh tren hijrah dan gaya hidup umat Muslim yang sadar dengan urgensi penggunaan produk halal. Ketersediaan produk kosmetik halal yang beragam di pasaran mendorong konsumen lebih diskriminatif dalam pemilihan merek kosmetiknya. Perusahaan perlu merumuskan strategi pemasaran yang tepat agar produknya dapat bertahan dan bersaing dengan kompetitor, salah satunya melalui rekomendasi atas suatu produk tertentu. Penelitian ini bertujuan untuk menganalisis faktor yang mempengaruhi intensi konsumen untuk merekomendasikan produk kosmetik halal. Metode yang digunakan dalam penelitian yaitu Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3. Data primer diperoleh melalui kuesioner dengan 180 sampel masyarakat di Kota Tangerang Selatan. Hasil penelitian mengungkapkan bahwa customer satisfaction, product quality, dan customer experience berpengaruh secara positif dan signifikan terhadap intention to recommend produk kosmetik halal, sedangkan trust tidak berpengaruh secara signifikan terhadap intention to recommend produk kosmetik halal.

Kata kunci: Kosmetik halal, customer satisfaction, trust, product quality, customer experience, intention to recommend.

ABSTRACT

The halal cosmetics sector is currently considered the sector with the highest potential in the world. The growing trend of using halal cosmetics is influenced by the migration trend and lifestyle of Muslims who are aware of the importance of using halal products. The presence of various halal cosmetic products on the market encourages consumers to be more selective in their choice of cosmetic brands. Companies need to formulate the right marketing strategy in order for their products to survive and compete with competitors, one of which is product-specific recommendations. This study aims to analyze the factors that influence consumers' intentions to recommend halal beauty products. This study used Structural Equation Modeling (SEM) with the SmartPLS 3 analysis tool. Primary data was obtained from a survey of 180 samples of people in the city of South Tangerang. The results of the study show that customer satisfaction, product quality, and customer experience have a positive and significant impact on the intention to recommend halal beauty products, while trust does not have a significant effect on the intention to recommend halal beauty products.

Keywords: Halal cosmetics, customer satisfaction, trust, product quality, customer experience, intention to recommend.

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