Henna Tansa Trisna, - (2024) MOTIVASI KONSUMEN, KESADARAN HALAL, MEDIA SOSIAL, DAN DAYA TARIK IKLAN TERHADAP MINAT BELI PRODUK SKINCARE JEPANG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penggunaan skincare menjadi salah satu cara untuk merawat kulit wajah. Produk skincare yang beredar di Indonesia terdiri dari produk lokal dan impor. Skincare asal Jepang sebagai salah satu kosmetik impor favorit wanita Indonesia menduduki peringkat ketiga setelah Korea Selatan dan Indonesia. Namun belum semua produk kosmetik impor telah tersertifikasi halal. Meskipun begitu, penjualan produk skincare asal Asia khususnya Korea Selatan dan Jepang mengalami peningkatan mencapai 18,36% pada tahun 2021. Merek skincare Jepang yang sudah tersertifikasi halal hanya Skin Aqua, Hada Labo, Senka, dan Biore dari sekian merek yang populer di Indonesia. Adapun tujuan dari penelitian ini adalah untuk mendapatkan gambaran dan menganalisis tingkat motivasi konsumen, tingkat kesadaran halal, media sosial, dan tingkat daya tarik iklan terhadap minat beli produk skincare Jepang. Subjek dalam penelitian ini adalah konsumen muslim yang belum pernah membeli produk skincare Jepang dengan jumlah sampel sebanyak 210 responden. Metode penelitian yang digunakan adalah metode kuantitatif dengan desain deskriptif dan kausalitas. Alat analisis yang digunakan adalah Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan aplikasi Smart PLS 4. Hasil penelitian ini menunjukkan bahwa tingkat motivasi konsumen, media sosial, dan daya tarik iklan berada pada kategori sedang. Sementara itu tingkat kesadaran halal berada pada kategori tinggi, dan minat beli berada pada kategori rendah. Selain itu, tingkat motivasi konsumen menunjukkan pengaruh positif dan signifikan terhadap minat beli produk skincare Jepang. Namun, variabel tingkat kesadaran halal, media sosial, dan tingkat daya tarik iklan tidak berpengaruh terhadap minat beli produk skincare Jepang. Implikasi dari penelitian ini yaitu dapat memberikan informasi kepada para produsen mengenai tren/pergerakan yang ada di lapangan, khususnya faktor-faktor yang memengaruhi minat beli konsumen pada produk skincare dari luar negeri, termasuk Jepang. Using skincare is one way to care for facial skin. Skincare products circulating in Indonesia consist of local and imported products. Skincare from Japan as one of Indonesian women's favorite imported cosmetics is ranked third after South Korea and Indonesia. However, not all imported cosmetic products have been certified halal. Even so, sales of skincare products from Asia, especially South Korea and Japan, have increased by 18.36% in 2021. The only Japanese skincare brands that have been certified halal are Skin Aqua, Hada Labo, Senka and Biore, among the brands that are popular in Indonesia. The aim of this research is to get an overview and analyze the level of consumer motivation, level of halal awareness, social media, and level of advertising attractiveness on interest in purchasing Japanese skincare products. The subjects in this research were Muslim consumers who had never purchased Japanese skincare products with a sample size of 210 respondents. The research method used is a quantitative method with descriptive design and causality. The analytical tool used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the Smart PLS 4. The results of this research indicate that the level of consumer motivation, social media, and advertising appeals are in the medium category. Meanwhile, the level of halal awareness is in the high category, and purchasing interest is in the low category. Apart from that, the level of consumer motivation shows a positive and significant influence on purchase intention in Japanese skincare products. However, the variables of the level of halal awareness, social media, and the level of advertising appeals have no effect on purchase intention in Japanese skincare products. The implication of this research is that it can provide information to producers regarding trends/movements in the field, especially factors that influence consumer purchasing interest in skincare products from abroad, including Japan.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: A. Jajang W. Mahri: 5993287 Rida Rosida: 5994703 |
| Uncontrolled Keywords: | Kosmetik, Skincare, Skincare Jepang, Minat Beli, Motivasi Konsumen, Kesadaran Halal, Media Sosial, Daya Tarik Iklan Cosmetics, Skincare, Japanese Skincare, Purchase Intention, Motivation, Halal Awareness, Social Media, Advertising Appeals |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | HENNA TANSA TRISNA |
| Date Deposited: | 06 Dec 2024 08:11 |
| Last Modified: | 06 Dec 2024 08:11 |
| URI: | http://repository.upi.edu/id/eprint/129038 |
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