FAKTOR-FAKTOR YANG MEMENGARUHI NIAT BELI MUSLIMAH TERHADAP PRODUK PERAWATAN/KOSMETIK
Keywords:
niat beli, kosmetik halal, Teori Perilaku Terencana, Religiusitas, SEMAbstract
Penelitian ini menganalisis faktor-faktor yang memengaruhi niat beli Muslimah terhadap produk perawatan/kosmetik halal secara online. Menggunakan kerangka teori perilaku terencana (Theory of Planned Behavior), penelitian ini mengevaluasi pengaruh sikap, norma subjektif, dan kontrol perilaku yang dirasakan terhadap niat beli. Selain itu, penelitian ini juga menguji peran religiusitas sebagai variabel moderasi yang menghubungkan sikap, norma subjektif, manfaat yang dirasakan, dan risiko terhadap niat pembelian. Metode convenience sampling digunakan dengan survei yang disebarkan melalui platform daring kepada responden yang berusia minimal 18 tahun. Data dianalisis menggunakan Structural Equation Modeling (SEM) melalui software SmartPLS. Hasil analisis menunjukkan bahwa attitude dan subjective form berpengaruh signifikan terhadap niat membeli produk perawatan atau kosmetik halal secara online. Temuan ini menegaskan bahwa nilai-nilai agama menjadi pertimbangan penting dalam keputusan pembelian produk halal bagi Muslimah.
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