THE INFLUENCE OF HALAL AWARENESS, HALAL LABELS, AND CONSUMER SATISFACTION ON THE PURCHASE DECISION OF HALAL COSMETIC PRODUCTS(CONSUMER SURVEY AT BEAUTY STORE KENDARI MANDONGA BRANCH)

Authors

Nurafiah Aswawi Universitas Muhammadiyah Kendari

DOI:

Keywords:

Halal Awareness, Halal Label, Consumer Satisfaction, Purchasing Decisions

Abstract

This research aims to analyze the influence of halal awareness, halal labels, and consumer satisfaction on purchasing decisions for halal cosmetic products (Consumer Survey at the Kendari Beauty Shop, Mandonga Branch). The method used is quantitative by distributing questionnaires to halal cosmetic consumers at the Kendari Beauty Shop, Mandonga branch. The research results show that halal awareness has a significant influence on purchasing decisions, where consumers who are more aware of the importance of halal products tend to choose halal cosmetics. The halal label has also been proven to play an important role in attracting consumers' buying interest, because it provides a guarantee about the safety and halalness of the product. In addition, consumer satisfaction with the products they have purchased contributes positively to repurchase decisions. This research provides insight for halal cosmetics producers and marketers to improve marketing strategies that emphasize awareness and education about halal products

References

Ambali, A. R., & Bakar, M. A. (2013). Halal food and its certification: An overview.

International Food Research Journal, 20(2), 1-7.

Badan Pusat Statistik (BPS). (2020). Statistik Penduduk Indonesia 2020. Badan Pusat Statistik. Diakses dari https://www.bps.go.id.

Burhanuddin, A. (2011). Label halal dan pengaruhnya terhadap perilaku konsumen di Indonesia. Jurnal Manajemen dan Kewirausahaan, 13(2), 75-85.

Dube, L., & Chattopadhyay, A. (2001). The influence of affect on consumer choice. Journal of Marketing Research, 38(1), 46-57. https://doi.org/10.1509/jmkr.38.1.46.18835.

Dutka, A. (2008). Customer satisfaction measurement and management: Using the voice of the customer. Handbook of Customer Satisfaction, 45-67.

Izzudin, M. A. (2018). Peraturan Pemerintah Republik Indonesia tentang Pengawasan Pangan Halal. Jakarta: Kementerian Agama Republik Indonesia.

Joharul Milah, R., dkk. (2024). Pengaruh Kesadaran Halal dan Label Halal terhadap Keputusan Pembelian Kosmetik Halal di Indonesia. Jurnal Ekonomi dan Bisnis Islam, 8(2), 112-130.

Kotler, P., & Armstrong, G. (2008). Principles of Marketing (12th ed.). Pearson Prentice Hall.

Melinda, S. (2008). Kepuasan konsumen dalam industri kosmetik: Faktor-faktor yang mempengaruhi. Jurnal Ekonomi dan Bisnis, 10(2), 118-132.

Pratiwi, D. P., & Falahi, A. (2023). Pengaruh Kesadaran Halal terhadap Keputusan Pembelian Kosmetik Halal di Toko XYZ. Jurnal Pemasaran Islam, 5(3), 201-215.

Rangkuti, F. (2010). Riset Pemasaran: Teknik dan Aplikasi. Gramedia Pustaka Utama. Schiffman, L. G., & Kanuk, L. L. (1997). Consumer Behavior. Prentice Hall.

Shafie, M., & Othman, M. (2006). Halal certification: An international marketing issue and challenges. Proceedings of the 1st International Conference on Islamic Marketing and Branding, 1(1), 50-57.

Sri Ernawati, E., & Koerniawan, I. (2023). Pengaruh Label Halal terhadap Keputusan Pembelian Kosmetik Halal di Indonesia. Jurnal Pemasaran dan Perilaku Konsumen, 6(1), 45-59.

Suryowati, L., & Nurhasana, D. (2020). Pengaruh kesadaran halal terhadap keputusan pembelian produk kosmetik halal di Indonesia. Jurnal Ekonomi dan Pemasaran Islam, 7(1), 59-75.

Tsiotsou, R. (2016). The role of consumer satisfaction in the decision-making process. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 29(2), 57-69. https://doi.org/10.1177/1946766016642291.

Tjiptono, F. (2012). Pengelolaan Kepuasan Pelanggan. Yogyakarta: Andi Offset. Zeithaml, V. A., & Bitner, M. J. (2008). Services Marketing: Integrating Customer Focus

Across the Firm (5th ed.). McGraw-Hill.

Zuhriyah, N., dkk. (2022). Kesadaran Halal Konsumen dalam Memilih Produk Kosmetik Halal. Jurnal Kajian Ekonomi Islam, 10(2), 88-102.