Herawati, Ayuni (2025) PENGARUH HALAL KNOWLEDGE AND LITERACY, SUBJECTIVE NORM, DAN PERCEIVED BEHAVIORAL CONTROL TERHADAP PURCHASE INTENTION MELALUI TRUST SEBAGAI VARIABEL MEDIASI (Studi Kasus Produk Kosmetik Halal di Indonesia). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Halal Knowledge and Literacy, Subjective Norm, dan Perceived Behavioral Control terhadap Purchase Intention produk kosmetik halal di Indonesia, dengan Trust sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif dengan metode survei melalui kuesioner kepada 432 responden, menggunakan teknik purposive sampling. Analisis data dilakukan dengan Covariance-Based Structural Equation Modeling (CB-SEM) menggunakan Jamovi 2.6.26. Hasil penelitian menunjukkan bahwa Halal Knowledge and Literacy serta Perceived Behavioral Control berpengaruh langsung secara signifikan terhadap Trust dan Purchase Intention. Subjective Norm hanya berpengaruh langsung terhadap Purchase Intention, namun tidak signifikan terhadap Trust. Selain itu, Trust terbukti memediasi hubungan antara Halal Knowledge and Literacy dan Perceived Behavioral Control terhadap Purchase Intention, tetapi tidak memediasi hubungan antara Subjective Norm dengan Purchase Intention. Temuan ini menekankan pentingnya peran kepercayaan dalam meningkatkan niat beli konsumen terhadap produk kosmetik halal. Implikasi praktis dari penelitian ini adalah pentingnya strategi edukasi dan komunikasi pemasaran yang mampu membangun kepercayaan konsumen Muslim terhadap produk kosmetik halal. This study aims to analyze the influence of Halal Knowledge and Literacy, Subjective Norm, and Perceived Behavioral Control on Purchase Intention of halal cosmetic products in Indonesia, with Trust as a mediating variable. A quantitative approach was employed using a survey method through questionnaires distributed to 432 respondents, selected through purposive sampling. Data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with Jamovi 2.6.26. The results show that Halal Knowledge and Literacy, as well as Perceived Behavioral Control, have a significant direct effect on both Trust and Purchase Intention. Subjective Norm directly influences Purchase Intention but does not have a significant effect on Trust. Furthermore, Trust mediates the relationship between Halal Knowledge and Literacy and Perceived Behavioral Control with Purchase Intention but does not mediate the relationship between Subjective Norm and Purchase Intention. These findings highlight the crucial role of trust in enhancing consumers’ purchase intention toward halal cosmetic products. The practical implication of this study suggests that effective educational and marketing communication strategies are essential to build Muslim consumers’ trust and drive their purchasing decisions regarding halal cosmetics.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Halal Knowledge, Halal Literacy, Subjective Norm, Perceived Behavioral Control, Trust, Purchase Intention, Kosmetik Halal | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ayuni herawati | ||||||||
| Date Deposited: | 29 Oct 2025 06:32 | ||||||||
| Last Modified: | 29 Oct 2025 06:32 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/16093 |
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