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http://repository.ipb.ac.id/handle/123456789/120066
Title: | Faktor-faktor yang Memengaruhi Keputusan Pembelian Kosmetik Tanpa Label Halal pada Muslim Generasi Z di Kabupaten Bogor |
Other Titles: | Factors That Influence The Purchase Decision of Generation Z Muslims towards Non Halal Labeled Cosmetic Products in Kabupaten Bogor |
Authors: | Hasanah, Neneng Muthohharoh, Marhamah Meta, Fildza Shabrina |
Issue Date: | 22-Jun-2023 |
Publisher: | IPB University |
Abstract: | Produk halal memiliki peran penting di Indonesia, termasuk dalam industri
kosmetik. Namun, tidak semua produk kosmetik yang beredar di Indonesia
memiliki label halal dari Majelis Ulama Indonesia (MUI). Penelitian ini bertujuan
untuk menganalisis faktor-faktor yang memengaruhi keputusan pembelian
generasi Z Muslim terhadap produk kosmetik tanpa label halal di Kabupaten
Bogor. Sampel penelitian terdiri dari 100 responden yang mewakili generasi Z di
Kabupaten Bogor, Indonesia. Data dikumpulkan melalui kuesioner dengan skala
Likert, dan analisis data menggunakan regresi linear berganda. Penelitian ini
menemukan bahwa citra merek, kualitas produk, dan media sosial secara
signifikan memengaruhi keputusan pembelian generasi Z Muslim terhadap produk
kosmetik tanpa label halal. Namun, religiusitas dan halal awareness tidak
memiliki pengaruh signifikan. Halal products have an important role in Indonesia, including in the cosmetic industry. However, not all cosmetic products circulating in Indonesia have a halal label from Majelis Ulama Indonesia (MUI). This study aims to analyze the factors that influence the purchasing decisions of Muslim Z generations for cosmetic products without a halal label in Bogor Regency. The research sample consisted of 100 respondents representing Generation Z in Bogor Regency, Indonesia. Data was collected through a questionnaire with a Likert scale, and data analysis used multiple linear regression. The result found that brand image, product quality, and social media significantly influence the purchase decision of Muslim Z generation for cosmetic products without a halal label. However, religiosity and halal awareness do not have a significant effect |
URI: | http://repository.ipb.ac.id/handle/123456789/120066 |
Appears in Collections: | UT - Syariah Economic |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cover_FILDZA SHABRINA META.pdf Restricted Access | Cover | 421.02 kB | Adobe PDF | View/Open |
Full teks.pdf Restricted Access | Fullteks | 656.46 kB | Adobe PDF | View/Open |
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