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All Journal Journal of Halal Industry Studies Research Journal of Social Economics Empowerment (ROSEE)
Bakhri, Muh Syaiful
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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Peran identitas halal dalam membentuk perilaku pembelian konsumen pada produk perawatan diri Utami, Cahyaning Budi; Slamet, Slamet; Sartika, Rebecca Cindy; Bakhri, Muh Syaiful
Journal of Halal Industry Studies Vol. 4 No. 2 (2025): Journal of Halal Industry Studies
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jhis.v4i2.2517

Abstract

The halal personal care industry in Indonesia has recorded rapid growth in recent years, as evidenced by the increasing number of locally halal-certified brands and a noticeable shift in consumer preferences toward prioritising product safety and halal identity. This market dynamic highlights the need to better understand the factors that shape consumer purchasing behaviour. This study aims to examine the influence of internal product characteristics, namely price and halal labelling, and external factors, including perceived product quality and halal awareness, on purchase behaviour, with purchase intention serving as a mediating variable. This study targeted individuals within the productive age group who consume halal personal care products. Data were collected via an online questionnaire administered to 144 respondents and analysed using the Partial Least Squares–Structural Equation Modelling (PLS-SEM) approach. The results indicate that halal awareness and halal labels significantly influence purchase intention, whereas perceived product quality and price do not. Furthermore, purchase intention is shown to be a crucial mediator linking halal awareness and halal label to actual purchase behaviour. These findings underscore that consumer purchase behaviour in this category is driven more by value orientation and halal identity than by functional product considerations.
Pemanfaatan Media Sosial Dalam Penguatan Pemasaran Umkm Kerajinan Tangan Desa Katekan Berbasis Asset-Based Community Development Bakhri, Muh Syaiful; Luqman Aji Kusuma; Masykur Azka Farhan; Muhamad In'am Roghibi
Research Journal of Social Economics Empowerment Vol. 2 No. 1 (2026): February 2026
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rosee.v2i1.3560

Abstract

Pengabdian kepada masyarakat ini bertujuan untuk memperkuat pemasaran UMKM kerajinan tangan di Desa Katekan melalui pemanfaatan media sosial dengan pendekatan Asset-Based Community Development (ABCD). Permasalahan utama yang dihadapi UMKM bukan terletak pada ketiadaan potensi, melainkan belum optimalnya pemanfaatan aset komunitas yang telah dimiliki, khususnya aset sosial dan aset digital. Metode ABCD diterapkan melalui tahapan discovery, dream, design, define, dan destiny dengan melibatkan pelaku UMKM, pemuda desa, pemerintah desa, serta mahasiswa KKN sebagai fasilitator. Aset utama yang teridentifikasi meliputi keterampilan pengrajin, keberadaan UMKM aktif (Omah Belo dan Griya Azza), peran pemuda Karang Taruna Pendowo Aji, serta dukungan pemerintah desa. Program pengabdian diwujudkan melalui sosialisasi dan pelatihan digital marketing, pembuatan e-katalog, desain logo usaha, optimalisasi media sosial, serta pendaftaran lokasi usaha pada Google Maps. Hasil kegiatan menunjukkan peningkatan pemahaman dan keterampilan pelaku UMKM dalam pemasaran digital, terbentuknya media promosi digital yang lebih terstruktur, serta tumbuhnya kolaborasi berkelanjutan antara pengrajin dan pemuda desa. Pendekatan ABCD terbukti mampu mendorong kemandirian UMKM dengan bertumpu pada aset lokal komunitas.
Co-Authors Luqman Aji Kusuma Masykur Azka Farhan Muhamad In'am Roghibi Sartika, Rebecca Cindy Slamet Slamet Utami, Cahyaning Budi