PENGARUH SIKAP, NORMA SUBJEKTIF, DAN PERSEPSI KENDALI PERILAKU TERHADAP NIAT BELI ULANG PRODUK KOSMETIK HALAL

Tri Wahyuni, Jul Aidil Fadli

Abstract


Indonesia is a potential market for the development of halal-labeled products. The knowledge on halal or haram of a product is very important to tmuslim. Therefore, the existence of a halal label on a product is very influential on the Indonesian consumer behavior. Thus, this research was conducted to determine the effect of attitude, subjective norms, and perception of behavioral control on repurchase intentions toward halal cosmetic. The object of this research is halal cosmetic consumer based in Bekasi. This research was conducted on 145 respondents using descriptive and quantitative approaches. Therefore, the data analysis used is statistical analysis in the form of multiple linear regression test. The results of this study indicate that partially, attitudes and perceptions of behavior control have an effect on purchase intention of halal cosmetic products, while subjective norms partially do not affect the intention to repurchase halal cosmetic products. This is evidenced from the results of the partial test (t test) which shows the significant value of the three independent variables that support the hypothesis. The variables of attitude, subjective norms, and perceptions of behavior control affect the repurchase intention of halal cosmetic products simultaneously. This is evident from the results of F count greater than F tabel.

 


Keywords


Attitude; Perception of Behavioral Control; Repurchase Intention; Subjective Norms.

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