Pengaruh Label Halal, Kesadaran Halal, Iklan, dan Celebrity Endorser terhadap Minat Pembelian kosmetik melalui variabel Persepsi sebagai Mediasi (Studi Pada Civitas Akademika Universitas Muhammadiyah Ponorogo)

Abstract

<p>Halalness is the main point for Muslims to worship so that people are always on the right path, besides that the halal is stated in the hadith and Al-Quran. Likewise with the interest of consumers trying cosmetics, because cosmetics have shifted from complement to necessity for some groups. Not infrequently, cosmetics are a primary need for monthly shopping. Products that have religious elements, such as cosmetics with halal labels and religious imagery, of course, require celebrities who have a personal and good impression of Muslim women. This will give a positive perception on the minds of consumers then it will cause stimuli to give interest in buying the product. The purpose of this study is to measure how much consumers are aware of consuming halal products, especially the academic community of Muhammadiyah Ponorogo University. This research was conducted at the Muhammadiyah Ponorogo University with a population of academics who are consumers of halal cosmetics. The research location is right on Jl. Budi Utomo no 10 Ponorogo. The sampling technique used a systematic random sampling method, with a sample size of 100 people. The data obtained will be analyzed using the GSCA analysis tool. The results showed that the use of Halal Labels, Halal Awareness, Advertising, and Celebrity Endroser appropriately, effectively and efficiently would provide a large stimulus to Consumer Perceptions in Purchase Intention.</p><p><br />Keyword : Halal Awareness, Advertising, Celebrity Endroser, Perceptions, Purchase Intention</p>

Determining Purchase Intention in Halal Personal Care Product: Study on Muslimah Millennial Generation

“…Halal awareness is expected to be one of the principal that can be relying on by Muslim consumers. Moslem needs to have a high level of halal knowledge to incr ease its halal awareness (Widyaningrum, 2019). Halal awareness can be reflected through purchasing the halal product, avoiding consuming the doubtful product (unclear about halalness status), concern on every product purchased, and the importance of consuming the halal product as a lifestyle (Faturohman, 2019;Fitria et al, 2019;Kurniawati and Savitri, 2019).…”

“…Halal awareness positively affects halal products' purchase intention (Fitria et al, 2019;Izzudin, 2018;Nurhasanah and Hariyani, 2017;Widyaningrum, 2019). The higher consumer's awareness of product halalness, thus halal products' purchase intention will be higher.…”

“…It is necessary to know the factors that affected the halal product's purchase intention to increase millennial value on the halal product. Halal product purchase intention was positively and significantly affected by halal awareness (Fitria et al, 2019;Izzudin, 2018;Majid et al, 2015;Nurhasanah and Hariyani, 2017;Widyaningrum, 2019). Consumer awareness dealing with product halalness will make people meticulous about consuming the product (Ishaq and Prayoga, 2017).…”

Peran Kesadaran Halal dan Efektivitas Iklan Youtube Terhadap Minat Pembelian Kosmetik Sariayu

“…Setiap konsumen yang akan membeli pasti dipengaruhi oleh beberapa hal diantara nya sikap konsumen yang melihat produk dari suatu merek tertentu (Rangkuti, 2013), jadi apabila merek pada produk yang akan dibeli halal maka konsumen akan percaya dan langsung membeliPada (Widyaningrum, 2019) menyatakan adanya hubungan yang positif dan signifikan antar kesadaran halal dan minat beli, arti yang dimaksud yaitu apabila konsumen merasa kesadaran halal itu penting maka minat beli pada produk akan sangat tinggi karena semakin tinggi kesadaran halal akan semakin tinggi pula minat belinya. H1: Kesadaran halal berpengaruh positif dan signifikan terhadap minat beli.…”

Pengaruh Celebrity Endorser dan Label Halal terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Kota Lhokseumawe

“…Hal ini menunjukkan betapa pentingnya peran Label Halal dalam membentuk persepsi positif dan kepercayaan para konsumen terhadap kehalalan suatu produk kecantikan. Hasil peneltian menunjukkan bahwa Celebrity Endorser berpengaruh positif dan signifikan terhadap Keputusan Pembelian, hasil ini sesuai dengan temuan empiris dari(Mujahid, 2017;& Widyaningrum, 2019) dimana hasil temuan mereka membuktikan Celebrity Endorser berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Hasil yang sedikit berbeda ditemukan oleh Afriliantini et al (2019) dalam studinya menemukan bahwa Celebrity Endorser memberikan pengaruh yang positif tetapi tidak signifikan terhadap keputusan pembelian pada kosmetik wardah.…”