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Determinan Intensi Pembelian Suplemen Herbal Halal: Studi Kasus Konsumen Muslim Provinsi Jawa Barat

Method: This study employs a quantitative approach using a survey method. The research instrument consists of a questionnaire distributed online to 100 respondents residing in the cities of Bogor, Bandung, Depok, Sukabumi, Cianjur Regency, and Bekasi. The collected data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) to test the influence of attitude, subjective norms, perceived behavioral control (PBC), religiosity, and product knowledge on the intention to purchase halal herbal supplements. The margin of error used was 10%. Goal: Based on the results of this study, Perceived Behavioral Control (PBC) was found to have the strongest influence on the intention to purchase halal herbal supplements, with a coefficient value of 0.294 and a p-value of 0.011, indicating a positive and significant influence at the 5% significance level. The next variables that also have a significant influence are Attitude (coefficient 0.258; p=0.024), Product Knowledge (coefficient 0.233; p=0.026), and Norms (coefficient 0.194; p=0.088), which are significant at the 10% level. Meanwhile, the Religiosity variable does not show a significant influence on purchase intention (coefficient 0.082; p=0.303). With an R-Square value of 0.824, this model has very strong predictive power. These findings encourage businesses to focus their marketing strategies more on enhancing perceptions of ease and control in purchasing, fostering positive attitudes toward the product, increasing consumer knowledge, and considering social norms, rather than relying solely on religious aspects.

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EKONOMI SYARIAH REF 658.8342 AWW d
SKR2110103044
Available but not for loan - No Loan
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Series Title
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Call Number
REF 658.8342 AWW d
Publisher
Bogor : Universitas Islam Tazkia.,
Collation
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Language
Indonesia
ISBN/ISSN
NIM.2110103044
Classification
658.8342
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-
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Specific Detail Info
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