CONSUMER PURCHASING BEHAVIOR OF HALAL COSMETICS: A STUDY ON GENERATIONS X AND Y
Abstract
The halal economic industry is currently developing not only in Indonesia, but also on the global level. The global economic sector is not only limited to the sharia financial sector and halal food, but also halal cosmetics. The increasing number of Muslim population in the world has caused the increasing demand for halal cosmetics, as many other factors influencing the demand for halal cosmetics. The purpose of this study is to examine the influence of halal knowledge and Islamic religiosity toward customer behavior that is mediated by consumer attitude. Data were collected from questionnaires distributed to respondents in Surabaya, Sidoarjo, and Gresik, East Java, Indonesia. 145 respondents were identified as generation Y, while 40 as generation X. Primary data were analyzed by PLS. The results showed that halal knowledge and Islamic religiosity had a significant effect on consumer behavior perfectly mediated by attitude. Such results give implication to the halal cosmetics company to design appropriate marketing strategies in order to increase Indonesian exports for halal products, so it could help the national economy.
References
Abd Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and Halal Cosmetic Products: Knowledge, Religiosity, Attitude and Intention. Journal of Islamic Marketing, 6(1), 148–163.
Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J., & van Huylenbroeck, G. (2011). The Influence of Subjective and Objective Knowledge on Attitude, Motivations and Consumption of Organic Food. British Food Journal, 113(11), 1353–1378.
Ahmad, A. N., Rahman, A. A., & Rahman, S. A. (2015). Assessing Knowledge and Religiosity on Consumer Behavior towards Halal Food and Cosmetic Products. International Journal of Social Science and Humanity, 5(1), 10–14.
Aisyah, M. (2016). Consumer Demand on Halal Cosmetics and Personal Care Products in Indonesia. Al-Iqtishad: Journal of Islamic Economics, 9(1), 125–142.
Alam, S. S. (2011). Is Religiosity an Important Determinant on Muslim Consumer Behaviour in Malaysia ?, 2(1), 83–96.
Ali, S., Halim, F., & Ahmad, N. B. (2016). Beauty Premium and Halal Cosmetics Industry. Journal of Marketing Management and Consumer Behavior, 1(4), 52–63.
Al-Otoum, F. J., & Rawan S, N. (2015). Antecedents of Consumers ’ Behavior towards Halal Food among Jordanian Customers : A Structural Equation Modeling (SEM) Approach. Journal of Marketing and Consumer Research, 12, 19–26.
Angela, T., & Effendi, N. (2015). Faktor-Faktor Brand Loyalty Smartphone pada Generasi Y. Experientia, 3, 79–91.
Baskin, R. (2015). Generational Differences in Consumer Behaviour.Briliana, V., & Mursito, N. (2017). Exploring Antecedents and Consequences of Indonesian Muslim Youths’ Attitude towards Halal Cosmetic Products: A Case Study in Jakarta. Asia Pacific Management Review, 22(4), 176–184.
Endah, N. H. (2014). Perilaku Pembelian Kosmetik Berlabel Halal oleh Konsumen Indonesia Consumers ’ S Purchasing Behavior toward Halal Labeled, 11–25.
Ghazali, I. (2014). Structural Equation Modeling: Metode Alternatif dengan Partial Least Square (PLS). Semarang: Universitas Diponegoro.
Hashim, A. J. bt C. M., & Musa, R. (2014). Factors Influencing Attitude towards Halal Cosmetic among Young Adult Urban Muslim Women: A Focus Group Analysis. Procedia - Social and Behavioral Sciences, 130, 129–134.
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares (PLS) dengan smartPLS 3.0 (pp. 1–29). Malang: Fakultas Ekonomi dan Bisnis Universitas Brawijaya.
Jihan, A., Hashim, M., & Musa, R. (2014). Factors Influencing Attitude towards Halal Cosmetic Among Young Adult Urban Muslim Women : A Focus Group Analysis. Procedia - Social and Behavioral Sciences, 130, 129–134.
Khalek, A. A., & Ismail, S. H. S. (2015). Why Are We Eating Halal – Using the Theory of Planned Behavior in Predicting Halal Food Consumption among Generation Y in Malaysia. International Journal of Social Science and Humanity, 5(7), 608–612.
Kotler, Philip, K. L. keller. (2016). Marketing Management Global Edition15th Edition.(Vol. 15E).
Krbová, P. K. (2016). Shopping Behaviour of Generation Y: A Comparison of Czech Republic and Slovakia. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 64(2), 617–626.
Lada, S., Tanakinjal, G. H., & Amin, H. (2008). Predicting Intention to Choose Halal Products using Theory of Reasoned Action.
Larasati, A., Hati, S. R. H., & Safira, A. (2018). Religiusitas dan Pengetahuan Terhadap Sikap dan Intensi Konsumen Muslim untuk Membeli Produk Kosmetik Halal. Esensi: Jurnal Bisnis dan Manajemen, 8(2), 105–114.
Maichum, K., Parichatnon, S., & Peng, K.-C. (2017). The Influence of Environmental Concern and Environmental Attitude on Purchase Intention towards Green Products: A Case Study of Young Consumers in Thailand. www.ijbmm.com International Journal of Business Marketing and Management, 2(03), 2456–4559.
Melani, A. (2015). Ciptakan Solusi Bisnis bagi Generasi Milenial. Ciptakan Solusi Bisnis Bagi Generasi Milenial, p. -.
Mohezar, S., Zailani, S., & Zainuddin, Z. (2016). Halal Cosmetics Adoption Among Young Muslim Consumers in Malaysia : Religiosity Concern. Procedia - Social and Behavioral Sciences, 6(1), 47–60.
Mukhtar, A., Butt, M. M., Mukhtar, A., & Butt, M. M. (2012). Religiosity Intention to Choose Halal Products: The Role of Religiosity.
Ordun, G. (2015). Millennial (Gen Y) Consumer Behavior, Their Shopping Preferences and Perceptual Maps Associated with Brand Loyalty. Canadian Social Science, 11(4), 40–55.
Pacific, A. (2010). Global Halal Industry : An Overview. Global Islamic Finance Report 2013, 140–159. Retrieved from http://www.gifr.net/gifr2013/ch_13.PDF
Rahim, N. @ F. binti, Shafii, Z., & Shahwan, S. (2015). Awareness and Perception of Muslim Consumers on Halal Cosmetics and Personal Care Products. International Journal of Business, Economics and Management, 2(1), 1–14.
Shamsher, R. (2016). Store Image and Its impact on Consumer Behavior. ELK Asia Pacific Journal of Marketing and Retail Management, 7(2), 1–27.
Simanjuntak, M., & Dewantara, M. M. (2014). The Effects of Knowledge , Religiosity Value, and Attitude on Halal Label Reading Behavior of Undergraduate Students. ASEAN Marketing Journal, 6(2), 65–76.
Sucianingsih, A. A. (2018, July). No Title. Bappenas : Ekonomi Halal Bisa Dongkrak Ekspor, p. -. Retrieved from https://nasional.kontan.co.id/news/bappenas-ekonomi-halal-bisa-dongkrak-ekspor.
Widhyanto, D. G., & Junaedi, M. F. S. (2016). Studi Tipe Perilaku Pembelian Impulsif pada Konsumen Generasi Y. Jurnal Universitas Atma Jaya Yogyakarta. Retrieved from http://e-journal.uajy.ac.id/10398/1/JURNALEM19560.pdf. pp. 1-15.
Journal of Islamic Monetary Economics and Finance is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
