NIAT BELI KONSUMEN REMAJA MUSLIM TERHADAP PRODUK KOSMETIK BERLABEL HALAL: PENGEMBANGAN TPB MELALUI PENDEKATAN PLS-SEM
Keywords:
Kosmetik Halal, PLS-SEM, Theory of Planned Behaviour, Niat Beli, Konsumen Muslim, Konsumen Remaja
Abstract
Sejak diterbitkannya UU JPH tahun 2014, semua produk yang diperdagangkan di Indonesia, termasuk kosmetik, wajib memiliki sertifikat halal untuk melindungi konsumen muslim. Namun, sektor kosmetik halal menunjukkan perkembangan paling rendah dibandingkan sektor industri halal lainnya, terlihat dari rendahnya pengeluaran konsumen dan skor SGIE 2023 untuk sektor farmasi dan kosmetik. Penelitian ini mengkaji niat beli remaja muslim (usia 13-19 tahun) di Jakarta dan Jawa Barat terhadap produk kosmetik halal, dengan fokus pada faktor halal knowledge, attitude, perceived behavioral control, dan personal norm berdasarkan Theory of Planned Behaviour dan Norm Activation Model. Menggunakan metode kuantitatif dan analisis PLS-SEM dengan 194 responden, hasil penelitian menunjukkan bahwa niat beli dipengaruhi positif oleh keempat faktor tersebut. Selain itu, attitude dipengaruhi oleh perceived value dan brand image, tetapi tidak oleh religious commitment. Perceived behavioral control dipengaruhi oleh pricing problem, sedangkan personal norm terbentuk dari religious self-identity. Temuan ini memberikan wawasan untuk strategi pemasaran kosmetik halal yang efektif bagi remaja muslim dan kontribusi bagi penelitian multidisipliner.
References
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Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
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Antara, P. M., Musa, R., & Hassan, F. (2016). Bridging Islamic financial literacy and halal literacy: the way forward in halal ecosystem. Procedia Economics and Finance, 37, 196-202.
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology, 40(4), 471-499.
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2018). Halal products consumption in international chain restaurants among global Moslem consumers. International Journal of Emerging Markets, 13(5), 1273-1290.
Bhutto, M. Y., Liu, X., Soomro, Y. A., Ertz, M., & Baeshen, Y. (2020). Adoption of energy-efficient home appliances: Extending the theory of planned behavior. Sustainability, 13(1), 250.
Bibby, D. N. (2011). Sponsorship portfolio as brand image creation strategies: A commentary essay. Journal of Business Research, 64(6), 628-630.
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management decision, 50(3), 502-520.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
Conner, M. (2015). Extending not retiring the theory of planned behaviour: a commentary on Sniehotta, Presseau and Araújo-Soares. Health psychology review, 9(2), 141-145.
Elseidi, R. I. (2018). Determinants of halal purchasing intentions: evidences from UK. Journal of Islamic Marketing, 9(1), 167-190.
Faadhilah, F. N. (2018). Pengaruh gaya hidup konsumtif dan beauty vlogger sebagai kelompok referensi terhadap keputusan pembelian kosmetik (Studi pada remaja perempuan pengguna kosmetik Korea Di Surabaya). Jurnal Ilmu Manajemen, 7(1), 133-142.
Farida, N., Kurniastuti, T., & Septiawan, B. (2023). Pelatihan dan Pendampingan Legalitas Usaha Produk Makanan UMKM Berbasis Produk Halal. Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat, 3(5), 706-713.
Fornell, C.G. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
Handriana, T., Yulianti, P., Kurniawati, M., Arina, N. A., Aisyah, R. A., Ayu Aryani, M. G., & Wandira, R. K. (2021). Purchase behavior of millennial female generation on Halal cosmetic products. Journal of islamic Marketing, 12(7), 1295-1315.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
Hasbi, T. A., Ma’wa, M. A. F., & Siregar, S. W. (2023). ADOPTION OF HALAL COSMETICS: EXTENDING THE THEORY OF PLANNED BEHAVIOR WITH HALAL LITERACY AS A MODERATION VARIABLE. Journal of Halal Product and Resarch (JHPR) Volume, 6(1).
Hermawan, E. (2023). Pengaruh Niat Beli: Analisis Persepsi Harga, Pengetahuan Produk dan Citra Perusahaan. Jurnal Pengabdian Masyarakat dan Penelitian Terapan, 1(1), 31-39.
Holdsworth, S., Sandri, O., Thomas, I., Wong, P., Chester, A., & McLaughlin, P. (2019). The assessment of graduate sustainability attributes in the workplace: Potential advantages of using the theory of planned behaviour (TPB). Journal of Cleaner Production, 238, 117929.
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of retailing and consumer services, 34, 145-152.
Huda, N., Hulmansyah, H., & Rini, N. (2018). Faktor yang mempengaruhi perilaku konsumsi produk halal pada kalangan mahasiswa Muslim. EKUITAS (Jurnal Ekonomi Dan Keuangan), 2(2), 247-270.
Hussain, K., Fayyaz, M. S., Shamim, A., Abbasi, A. Z., Malik, S. J., & Abid, M. F. (2024). Attitude, repurchase intention and brand loyalty toward halal cosmetics. Journal of Islamic Marketing, 15(2), 293-313.
Iranmanesh, M., Mirzaei, M., Parvin Hosseini, S. M., & Zailani, S. (2020). Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour. Journal of Islamic Marketing, 11(1), 14-30.
Isaac, S., & Michael, W. B. (1995). Handbook in research and evaluation: A collection of principles, methods, and strategies useful in the planning, design, and evaluation of studies in education and the behavioral sciences (3rd ed.). EdITS Publishers.
Kasri, R. A., Ahsan, A., Widiatmoko, D., & Hati, S. R. H. (2021). Intention to consume halal pharmaceutical products: evidence from Indonesia. Journal of Islamic Marketing, 14(3), 735-756.
Khan, A., Arafat, M. Y., & Azam, M. K. (2022). Role of halal literacy and religiosity in buying intention of halal branded food products in India. Journal of Islamic Marketing, 13(2), 287-308.
Kothari, C. R. (2004). Research methodology: Methods and techniques. New Age International.
Matthies, E., Selge, S., & Klöckner, C. A. (2012). The role of parental behaviour for the development of behaviour specific environmental norms–The example of recycling and re-use behaviour. Journal of environmental psychology, 32(3), 277-284.
Maulida, N. A. Z., Puspitasari, D., Purwanto, M. R., & Mulyadi, M. (2022). The Role of the Axiom of Islamic Rationality in the Decision to Purchase halal-labeled Cosmetics (Study on Students of Mamba'ul Hikam Islamic Boarding School). KnE Social Sciences, 261-272.
Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic marketing, 3(2), 108-120.
MASRUL, I. S., & SEVIE, S. (2020). Perilaku Konsumen terhadap Kesadaran Menggunakan Produk Kosmetik Halal. Jurnal Bisnis Dan Akuntansi, 22(1), 57-72.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332.
Ngah, A. H., Gabarre, S., Han, H., Rahi, S., Al-Gasawneh, J. A., & Park, S. H. (2021). Intention to purchase halal cosmetics: do males and females differ? A multigroup analysis. Cosmetics, 8(1), 19.
Putra, E. Y., & Fang, Y. (2020). Analisis Faktor-Faktor Yang Mempengaruhi Niat Beli Konsumen Produk Makanan Dan Minuman Halal Di Kota Batam. Journal of Global Business and Management Review, 2(2), 73-88.
Kotler, P. and Keller, K.L. (2016), Marketing Management, 15th ed., Pearson Education, London.
Kumar, A. H., John, S. F., & Senith, S. (2014). A study on factors influencing consumer buying behavior in cosmetic products. International Journal of Scientific and Research Publications, 4(9), 1-6.
Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217-232.
Parvin Hosseini, S. M., Mirzaei, M., & Iranmanesh, M. (2020). Determinants of Muslims’ willingness to pay for halal certified food: does religious commitment act as a moderator in the relationships?. Journal of Islamic Marketing, 11(6), 1225-1243.
Qazzafi, S. H. E. I. K. H. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
Rahim, N.A. and Junos, S. (2012), “The halal product acceptance model for the religious society”, Business & Management Quarterly Review, Vol. 3 No. 1, pp. 17-25.
Schwartz, S. H. (1977). Normative influences on altruism. In Advances in experimental social psychology (Vol. 10, pp. 221-279). Academic Press.
Regenstein, J. M., Chaudry, M. M., & Regenstein, C. E. (2003). The kosher and halal food laws. Comprehensive reviews in food science and food safety, 2(3), 111-127.
Salehudin, I. (2010). Halal literacy: A concept exploration and measurement validation. ASEAN Marketing Journal, 2(1), 1-12.
Setiawan, B., Afiff, A. Z., & Heruwasto, I. (2020). Integrating the theory of planned behavior with norm activation in a pro-environmental context. Social Marketing Quarterly, 26(3), 244-258.
Suparno, C. (2020). Online purchase intention of halal cosmetics: SOR framework application. Journal of Islamic Marketing, 12(9), 1665-1681.
Verbeke, W., Rutsaert, P., Bonne, K. and Vermeir, I. (2013), “Credence quality coordination and consumers’ willingness-to-pay for certified halal labelled meat”, Meat Science, Vol. 95 No. 4, pp. 790-797
Vizano, N. A., Khamaludin, K., & Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 441-453.
Worthington Jr, E. L., Hook, J. N., Davis, D. E., & McDaniel, M. A. (2011). Religion and spirituality. Journal of clinical psychology, 67(2), 204-214.
Yunos, R.M., Mahmood, C.F.C. and Mansor, N.H.A. (2014), “Understanding mechanisms to promote halal industry-the stakeholders’ views”, Procedia-Social and Behavioral Sciences, Vol. 130, pp. 160-166.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ali, A., Ali, A., Xiaoling, G., Sherwani, M., & Hussain, S. (2018). Expanding the theory of planned behaviour to predict Chinese Muslims halal meat purchase intention. British Food Journal, 120(1), 2-17.
Antara, P. M., Musa, R., & Hassan, F. (2016). Bridging Islamic financial literacy and halal literacy: the way forward in halal ecosystem. Procedia Economics and Finance, 37, 196-202.
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology, 40(4), 471-499.
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2018). Halal products consumption in international chain restaurants among global Moslem consumers. International Journal of Emerging Markets, 13(5), 1273-1290.
Bhutto, M. Y., Liu, X., Soomro, Y. A., Ertz, M., & Baeshen, Y. (2020). Adoption of energy-efficient home appliances: Extending the theory of planned behavior. Sustainability, 13(1), 250.
Bibby, D. N. (2011). Sponsorship portfolio as brand image creation strategies: A commentary essay. Journal of Business Research, 64(6), 628-630.
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management decision, 50(3), 502-520.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
Conner, M. (2015). Extending not retiring the theory of planned behaviour: a commentary on Sniehotta, Presseau and Araújo-Soares. Health psychology review, 9(2), 141-145.
Elseidi, R. I. (2018). Determinants of halal purchasing intentions: evidences from UK. Journal of Islamic Marketing, 9(1), 167-190.
Faadhilah, F. N. (2018). Pengaruh gaya hidup konsumtif dan beauty vlogger sebagai kelompok referensi terhadap keputusan pembelian kosmetik (Studi pada remaja perempuan pengguna kosmetik Korea Di Surabaya). Jurnal Ilmu Manajemen, 7(1), 133-142.
Farida, N., Kurniastuti, T., & Septiawan, B. (2023). Pelatihan dan Pendampingan Legalitas Usaha Produk Makanan UMKM Berbasis Produk Halal. Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat, 3(5), 706-713.
Fornell, C.G. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
Handriana, T., Yulianti, P., Kurniawati, M., Arina, N. A., Aisyah, R. A., Ayu Aryani, M. G., & Wandira, R. K. (2021). Purchase behavior of millennial female generation on Halal cosmetic products. Journal of islamic Marketing, 12(7), 1295-1315.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
Hasbi, T. A., Ma’wa, M. A. F., & Siregar, S. W. (2023). ADOPTION OF HALAL COSMETICS: EXTENDING THE THEORY OF PLANNED BEHAVIOR WITH HALAL LITERACY AS A MODERATION VARIABLE. Journal of Halal Product and Resarch (JHPR) Volume, 6(1).
Hermawan, E. (2023). Pengaruh Niat Beli: Analisis Persepsi Harga, Pengetahuan Produk dan Citra Perusahaan. Jurnal Pengabdian Masyarakat dan Penelitian Terapan, 1(1), 31-39.
Holdsworth, S., Sandri, O., Thomas, I., Wong, P., Chester, A., & McLaughlin, P. (2019). The assessment of graduate sustainability attributes in the workplace: Potential advantages of using the theory of planned behaviour (TPB). Journal of Cleaner Production, 238, 117929.
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of retailing and consumer services, 34, 145-152.
Huda, N., Hulmansyah, H., & Rini, N. (2018). Faktor yang mempengaruhi perilaku konsumsi produk halal pada kalangan mahasiswa Muslim. EKUITAS (Jurnal Ekonomi Dan Keuangan), 2(2), 247-270.
Hussain, K., Fayyaz, M. S., Shamim, A., Abbasi, A. Z., Malik, S. J., & Abid, M. F. (2024). Attitude, repurchase intention and brand loyalty toward halal cosmetics. Journal of Islamic Marketing, 15(2), 293-313.
Iranmanesh, M., Mirzaei, M., Parvin Hosseini, S. M., & Zailani, S. (2020). Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour. Journal of Islamic Marketing, 11(1), 14-30.
Isaac, S., & Michael, W. B. (1995). Handbook in research and evaluation: A collection of principles, methods, and strategies useful in the planning, design, and evaluation of studies in education and the behavioral sciences (3rd ed.). EdITS Publishers.
Kasri, R. A., Ahsan, A., Widiatmoko, D., & Hati, S. R. H. (2021). Intention to consume halal pharmaceutical products: evidence from Indonesia. Journal of Islamic Marketing, 14(3), 735-756.
Khan, A., Arafat, M. Y., & Azam, M. K. (2022). Role of halal literacy and religiosity in buying intention of halal branded food products in India. Journal of Islamic Marketing, 13(2), 287-308.
Kothari, C. R. (2004). Research methodology: Methods and techniques. New Age International.
Matthies, E., Selge, S., & Klöckner, C. A. (2012). The role of parental behaviour for the development of behaviour specific environmental norms–The example of recycling and re-use behaviour. Journal of environmental psychology, 32(3), 277-284.
Maulida, N. A. Z., Puspitasari, D., Purwanto, M. R., & Mulyadi, M. (2022). The Role of the Axiom of Islamic Rationality in the Decision to Purchase halal-labeled Cosmetics (Study on Students of Mamba'ul Hikam Islamic Boarding School). KnE Social Sciences, 261-272.
Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic marketing, 3(2), 108-120.
MASRUL, I. S., & SEVIE, S. (2020). Perilaku Konsumen terhadap Kesadaran Menggunakan Produk Kosmetik Halal. Jurnal Bisnis Dan Akuntansi, 22(1), 57-72.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332.
Ngah, A. H., Gabarre, S., Han, H., Rahi, S., Al-Gasawneh, J. A., & Park, S. H. (2021). Intention to purchase halal cosmetics: do males and females differ? A multigroup analysis. Cosmetics, 8(1), 19.
Putra, E. Y., & Fang, Y. (2020). Analisis Faktor-Faktor Yang Mempengaruhi Niat Beli Konsumen Produk Makanan Dan Minuman Halal Di Kota Batam. Journal of Global Business and Management Review, 2(2), 73-88.
Kotler, P. and Keller, K.L. (2016), Marketing Management, 15th ed., Pearson Education, London.
Kumar, A. H., John, S. F., & Senith, S. (2014). A study on factors influencing consumer buying behavior in cosmetic products. International Journal of Scientific and Research Publications, 4(9), 1-6.
Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217-232.
Parvin Hosseini, S. M., Mirzaei, M., & Iranmanesh, M. (2020). Determinants of Muslims’ willingness to pay for halal certified food: does religious commitment act as a moderator in the relationships?. Journal of Islamic Marketing, 11(6), 1225-1243.
Qazzafi, S. H. E. I. K. H. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
Rahim, N.A. and Junos, S. (2012), “The halal product acceptance model for the religious society”, Business & Management Quarterly Review, Vol. 3 No. 1, pp. 17-25.
Schwartz, S. H. (1977). Normative influences on altruism. In Advances in experimental social psychology (Vol. 10, pp. 221-279). Academic Press.
Regenstein, J. M., Chaudry, M. M., & Regenstein, C. E. (2003). The kosher and halal food laws. Comprehensive reviews in food science and food safety, 2(3), 111-127.
Salehudin, I. (2010). Halal literacy: A concept exploration and measurement validation. ASEAN Marketing Journal, 2(1), 1-12.
Setiawan, B., Afiff, A. Z., & Heruwasto, I. (2020). Integrating the theory of planned behavior with norm activation in a pro-environmental context. Social Marketing Quarterly, 26(3), 244-258.
Suparno, C. (2020). Online purchase intention of halal cosmetics: SOR framework application. Journal of Islamic Marketing, 12(9), 1665-1681.
Verbeke, W., Rutsaert, P., Bonne, K. and Vermeir, I. (2013), “Credence quality coordination and consumers’ willingness-to-pay for certified halal labelled meat”, Meat Science, Vol. 95 No. 4, pp. 790-797
Vizano, N. A., Khamaludin, K., & Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 441-453.
Worthington Jr, E. L., Hook, J. N., Davis, D. E., & McDaniel, M. A. (2011). Religion and spirituality. Journal of clinical psychology, 67(2), 204-214.
Yunos, R.M., Mahmood, C.F.C. and Mansor, N.H.A. (2014), “Understanding mechanisms to promote halal industry-the stakeholders’ views”, Procedia-Social and Behavioral Sciences, Vol. 130, pp. 160-166.
Published
2024-11-26
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Copyright (c) 2024 Fadhil Jaidi, Nur Fatwa
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