Keputusan Pembelian Kosmetik Halal Oleh Muslimah Kota Bogor Selama Pandemi COVID-19

Abstract

Indonesia sebagai negara mayoritas muslim terbesar di dunia merupakan pasar potensial bagi produk halal termasuk kosmetik. Namun, akibat pandemi COVID-19 kinerja industri kosmetik di Indonesia mengalami penurunan termasuk kosmetik halal. Penelitian ini bertujuan untuk mengetahui keputusan pembelian kosmetik halal oleh muslimah Kota Bogor selama masa pandemi. Sampel penelitian ini berjumlah 100 responden mewakili muslimah Kota Bogor dan pengambilan data menggunakan kuesioner dengan skala likert. Analisis data menggunakan statistik deskriptif dan regresi logistik. Berdasarkan hasil analisis statistik deskriptif karakteristik muslimah pada penelitian ini didominasi dengan usia 15 tahun hingga 25 tahun dan membeli kosmetik halal selama pandemi didominasi oleh responden pada usia 15 tahun – 25 tahun. Berdasarkan hasil analisis regresi logistik variabel promosi, tren dan halal awareness memiliki peluang yang signifikan terhadap keputusan pembelian kosmetik halal selama masa pandemi.

Indonesia as the largest Muslim country in the world is a potential market for halal products, including cosmetics. However, due to the COVID-19 pandemic, the performance of the cosmetic industry in Indonesia has decreased, including halal cosmetics. This study aims to determine the decision to purchase halal cosmetics by Muslim women in Bogor City during the pandemic. The sample of this study amounted to 100 respondents representing Muslim women in the city of Bogor and data collection using a questionnaire with a Likert scale. Data analysis used descriptive statistics and logistic regression. Based on statistical analysis of the characteristics of Muslim women in this study, they were dominated by the age of 15 years to 25 years and halal cosmetics during the pandemic were dominated by respondents at the age of 15 years to 25 years. Based on the results of the logistic regression analysis of promotion variables, trends and awareness of halal have a significant opportunity to purchase halal cosmetics during the pandemic.