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Analisis Pengaruh Labelisasi Halal dan Promosi terhadap Harga dan Minat Beli Kosmetik di Kota Kendari Santri, Dewi; Miftah, Miftah
Robust: Research of Business and Economics Studies Vol. 3 No. 1 (2023): April 2023
Publisher : IAIN Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/robust.v3i1.6077

Abstract

AbstractThe public's interest in using cosmetics has been on the rise, coinciding with the increasing number of beauty products manufacturers offer. Several factors influence the intention to purchase cosmetics, including the quality and price of the products. Halal labeling should be one of the significant factors influencing the purchasing decisions of beauty products for the Muslim population in Indonesia. This study aims to determine the impact of halal labeling and promotion's impact on consumers' prices and purchasing intention for cosmetic products in Kendari. The study's population comprises consumers shopping at Beauty Kendari, with a sample size of 100. Data analysis was conducted using Structural Equation Modeling (SEM) through the AMOS program. The research findings show that halal labeling significantly affects the price of cosmetic products at Beauty Kendari. Promotion also significantly impacts the price of cosmetic products at Beauty Kendari. Price significantly influences the purchasing intention of cosmetic products at Beauty Kendari. Halal labeling does not directly affect the consumers' intention to purchase cosmetics, but it exerts an indirect influence through the price as a mediating variable. Promotion significantly impacts purchasing intention directly and indirectly through the price as a mediating variable.AbstrakMinat masyarakat terhadap penggunaan kosmetik mekin meningkat seiring dengan banyaknya produk kecantikan yang ditawarkan oleh para produsen. Terdapat beberapa faktor yang memepengaruhi minat beli kosmetik diantaranya mutu kosmetik dan harga. Labelisasi halal seharusnya menjadi salah satu faktor yang cukup berpengaruh atas keputusan pembelian sebuah produk kecantikan oleh masyarakat muslim Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh labelisasi halal dan promosi terhadap harga dan minat beli konsumen pada produk kosmetik di Kendari. Populasi dalam penelitian ini konsumen yang berbelanja di Beauty Kendari dan sampel yang digunakan sebanyak 100. Analisis data yang digunakan yaitu menggunakan metode analisis SEM (Structural Equation Modeling) atau model persamaan struktural dengan  program AMOS. Hasil penelitian labelisasi halal berpengaruh signifikan terhadap harga produk kosmetik di Beauty Kendari. Promosi berpengaruh signifikan terhadap harga produk kosmetik di Beauty Kendari. Harga berpengaruh signifikan terhadap minat beli pada produk kosmetik di Beauty Kendari. Labelisasi halal secara langsung tidak berpengaruh terhadap minat beli konsumen kosmetik akan tetapi memiliki pengaruh yang tidak langsung dengan harga sebagai variabel perantara. Promosi memiliki pengaruh yang signifikan terhadap minat beli baik secar alangusng maupun secara tidak langusng dengan harga sebagai variabel perantara.
Co-Authors Al’afani, Fatwa Amiruddin Kade Aswad, Hajar Baidi Chairunnisa Ar. Lamasitudju Darsikin Darsikin Dewi Napitupulu, Nurasyah Dwi Shinta Angreni Eddy Noviana Fatwa Al’afani Fauzia, Tiara Fitri Wulandari Gustina Gustina Haeruddin Haeruddin Harani, Makruf Hendri Marhadi Husnul Faizah, Husnul I Gusti Made Adnyana I Komang Werdhiana I Wayan Darmadi Ismail Ismail Istiqoma, Annisa Izzatul, Ruhil Juni Rohman Kamaluddin Kamaluddin Ketut Alit Adi Untara Khuzaimah, Andi Ulfah Laila, Dian Laila, Rahma Larate, Brian Muhammad Makmur, Elfira Maliada, Nurfitra Marta, Eko Mintarso, Cahyadi Jati Mohammad Yazdi Pusadan Muhammad Hidayat Ginanjar, Muhammad Hidayat Muhammad Zaky Muslimin Muslimin N. Laratu, Wahyuni Nini Rahayu Ashadi Nurasyah Dewi Napitupulu Nurgan Tadeko Nuridayanti, Nuridayanti Nursalim, Moh. Agung Permata Sari, Lisa Putra Hafiz, Ahsan Rahmah Laila Ratnaningtyas, Delthawati Isti Rifqi Hidayat, Rifqi Ryfial Azhar, Ryfial Santri, Dewi Septiano A Pratama Siti Munawaroh Solly Aryza Supriyadi Supriyadi Supriyatman, Supriyatman Toto Suharto Unggul Wahyono Wahyudin Wahyudin Wirdayanti