Peran Identitas Diri Terhadap Niat Beli Skincare Berbahan Alami

Abstract

Seiring dengan meningkatnya pengetahuan konsumen mengenai kandungan produk, preferensi masyarakat terhadap penggunaan skincare mengalami pergeseran dari skincare konvensional menuju skincare berbahan alami. Skincare berbahan alami dipersepsikan lebih aman, memiliki risiko iritasi yang lebih rendah, serta lebih ramah lingkungan dibandingkan skincare konvensional yang umumnya mengandung bahan sintetis, seperti parfum, mikroplastik, silikon, pewarna buatan, dan pengawet.

Meskipun demikian, niat beli produk skincare berbahan alami masih menghadapi berbagai kendala, antara lain persepsi harga yang kurang terjangkau, keterbatasan aksesibilitas produk, serta switching barrier dari produk yang telah digunakan sebelumnya. Kondisi tersebut menunjukkan bahwa niat beli juga dipengaruhi oleh faktor psikologis dan nilai yang dimiliki konsumen. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi niat beli produk skincare berbahan alami dengan mengembangkan Theory of Planned Behavior (TPB) melalui penambahan variabel identitas diri serta menguji peran moderasi literasi halal pada hubungan antara sikap dan niat beli.

Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 157 responden Muslim di Indonesia yang rutin menggunakan produk skincare berbahan alami. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan analisis deskriptif dan analisis inferensial menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) untuk menguji validitas, reliabilitas, serta hubungan antarvariabel dalam model penelitian.

Hasil penelitian menunjukkan bahwa sikap, persepsi kontrol perilaku, dan identitas diri berpengaruh positif dan signifikan terhadap niat beli produk skincare berbahan alami. Sebaliknya, norma subjektif dan literasi halal tidak berpengaruh signifikan terhadap niat beli. Selain itu, literasi halal juga tidak mampu memoderasi hubungan antara sikap dan niat beli. Temuan ini menunjukkan bahwa identitas diri merupakan determinan yang paling kuat dalam mendorong niat beli, yang mengindikasikan bahwa konsumen cenderung memilih produk yang selaras dengan nilai, gaya hidup, dan citra diri yang ingin mereka tampilkan.

Hasil penelitian ini menunjukkan bahwa pelaku industri perlu menempatkan identitas diri sebagai dasar segmentasi dan positioning skincare berbahan alami. Strategi pemasaran sebaiknya diarahkan kepada konsumen yang memandang dirinya peduli terhadap kesehatan kulit dan lingkungan melalui komunikasi yang mengaitkan manfaat bahan alami dengan keamanan kulit dan tanggung jawab lingkungan. Penerapannya perlu didukung oleh transparansi kandungan, bukti klaim keberlanjutan, konten edukatif, user-generated content, komunitas berbasis nilai estetika dan peduli lingkungan, serta kemudahan mencoba dan memperoleh produk.

As consumers have become more knowledgeable about product ingredients, public preferences have shifted from conventional skincare to natural-based skincare products. Natural-based skincare is perceived as safer, less likely to cause skin irritation, and more environmentally friendly than conventional skincare, which commonly contains synthetic ingredients such as fragrances, microplastics, silicones, artificial colorants, and preservatives.

Nevertheless, consumers' purchase intention toward natural-based skincare products continues to face several challenges, including perceptions of unaffordable prices, limited product accessibility, and switching barriers from products they have previously used. These conditions indicate that purchase intention is also influenced by consumers' psychological factors and personal values. This study aims to analyze the factors influencing consumers' purchase intention toward natural-based skincare by extending the Theory of Planned Behavior (TPB) through the inclusion of self-identity as an additional construct and examining the moderating role of halal literacy in the relationship between attitude and purchase intention.

This study employed a quantitative approach using a survey of 157 Muslim respondents in Indonesia who regularly use natural-based skincare products. Data were collected through an online questionnaire and analyzed using descriptive statistics and inferential analysis based on Structural Equation Modeling–Partial Least Squares (SEM-PLS) to assess the validity, reliability, and structural relationships among the proposed variables.

The findings reveal that attitude, perceived behavioral control, and self identity have positive and significant effects on consumers' purchase intention toward natural-based skincare products. In contrast, subjective norm and halal literacy have no significant effect on purchase intention. Furthermore, halal literacy does not moderate the relationship between attitude and purchase intention. The results indicate that self-identity is the strongest determinant of purchase intention, suggesting that consumers are more likely to purchase natural-based skincare products that reflect their personal values, lifestyle, and desired self-image.

The findings indicate that natural-based skincare companies should use self identity as the basis for market segmentation and brand positioning. Marketing strategies should target consumers who see themselves as concerned about skin health and the environment by linking the benefits of natural ingredients with skin safety and environmental responsibility. This approach should be supported by ingredient transparency, verifiable sustainability claims, educational content, user generated content, aesthetic value and environment based communities, and easier opportunities to try and access the products.