KEPUTUSAN PEMBELIAN KOSMETIK IMPOR: ANALISIS KESADARAN HALAL DAN ONLINE CONSUMER REVIEW (OCRs)

Sintiyawati, - (2020) KEPUTUSAN PEMBELIAN KOSMETIK IMPOR: ANALISIS KESADARAN HALAL DAN ONLINE CONSUMER REVIEW (OCRs). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini didasarkan pada fenomena Perkembangan pasar kosmetik di Indonesia yang semakin berkembang, terlebih dengan masuknya kosmetik impor yang tidak dapat dihindari, maka muncul kecenderungan konsumen Indonesia untuk memilih produk kosmetik luar negeri ketimbang produk lokal. Namun kesadaran halal penggunan kosmetik impor dinilai masih rendah karena masih banyaknya kosmetik impor yang belum mencantumkan label halal pada kemasan kosmetik. Tujuan penelitian ini untuk mengidentifikasi pengaruh kesadaran halal terhadap keputusan pembelian melalui Online Consumer Review (OCRs) sebagai variabel moderasi. Jumlah sampel yang digunakan sebanyak 203 responden wanita milenial yang pernah menggunakan produk kosmetik impor. Penelitian ini menggunakan Moderated Regression Analysis (MRA) untuk mengidentifikasi kesadaran halal terhadap keputusan pembelian kosmetik impor melalui Online Consumer Review (OCRs) sebagai variabel moderasi. Hasil penelitian ini menunjukkan bahwa kesadaran halal berpengaruh negatif terhadapp keputusan pembelian kosmetik impor dan pada kategori sedang. Kesadaran halal terhadap keputusan pembelian kosmetik impor melalui Online Consumer Review (OCRs) sebagai variabel moderasi berpengaruh signifikan dan ada dalam kategori sedang. Penelitian ini diharapkan mampu memberikan manfaat bagi berbagai pihak dalam meningkatkan kesadaran halal dalam konsumsi produk kosmetik. Kata Kunci: Kesadaran Halal, Online Consumer Review (OCRs), Keputusan Pembelian   Sintiyawati (1601610). “Imported Cosmetics Purchase Decisions: Halal Awareness Analysis and Online Consumer Reviews (OCRs)”. Advisor I : Dr. Hilda Monoarfa, M.Si, Advisor II: Rida Rosida BS, M.Sc. ABSTRACT This research is based on the phenomenon of the growing cosmetic market development in Indonesia, especially with the unavoidable entry of imported cosmetics, a tendency for Indonesian consumers to choose foreign cosmetic products rather than local products. However, the halal awareness of the use of imported cosmetics is still considered low because there are still many imported cosmetics that have not included a halal label on cosmetic packaging. The purpose of this study was to identify the effect of halal awareness on purchasing decisions through Online Consumer Reviews (OCRs) as a moderating variable. The number of samples used was 203 millennial female respondents who had used imported cosmetic products. This study uses Moderated Regression Analysis (MRA) to identify halal awareness of imported cosmetics purchasing decisions through Online Consumer Reviews (OCRs) as a moderating variable. The results of this study indicate that halal awareness has a negative effect on the decision to purchase imported cosmetics and is in the medium category. Halal awareness on the decision to buy imported cosmetics through Online Consumer Reviews (OCRs) as a moderating variable has a significant effect and is in the moderate category. This research is expected to be able to provide benefits to various parties in increasing halal awareness in the consumption of cosmetic products. Keywords: Halal Awareness, Online Consumer Reviews (OCRs), Purchasing Decisions

Item Type: Thesis (S1)
Uncontrolled Keywords: Kesadaran Halal, Online Consumer Review (OCRs), Keputusan Pembelian
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc
H Social Sciences > HB Economic Theory
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User: Sintiyawati
Date Deposited: 25 Jan 2021 04:37
Last Modified: 25 Jan 2021 04:37
URI: http://repository.upi.edu/id/eprint/58553

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