Pengaruh Religiusitas, Sikap, Norma Subjektif, dan Kontrol Perilaku terhadap Niat Membeli Produk Kosmetik Halal di Fakultas Ekonomi dan Bisnis Universitas Ahmad Dahlan Yogyakarta
DOI:
https://doi.org/10.36982/jiegmk.v11i1.1061Abstract
ABSTRACT
This study aims to determine the effect of religiosity, attitudes, subjective norms and behavioral control on the intention to buy halal cosmetic products on Muslim students at the Faculty of Economics and Business, Ahmad Dahlan University, Yogyakarta. This research is a survey research using a questionnaire as an instrument. For testing the instrument using a test of validity and reliability. As for the technique of data analysis using multiple linear regression methods, because the variables used are more than two variables, with the F test and t test. The results of the study showed that the religiosity variable (X1) did not significantly influence the intention to buy halal cosmetics, this was indicated by the significance value>α(0.24)>0.05) attitude (X2) had no significant effect on the intention to buy halal cosmetics, this is shown from the significance value>α(0.509>0.05), subjective norm (X3) does not affect the intention to buy halal cosmetics, this is indicated from the significance value>α(0,250>0.05), behavioral control (X4) influences on the interest in buying halal cosmetics, this is indicated by the significance value<α(0,000<0.05). Simultaneously the influence of religiosity, attitudes, subjective norms, and behavioral control on the intention to buy halal cosmetic products at the Faculty of Economics and Business Ahmad Dahlan University has a significant effect on the intention to buy halal cosmetics (Y). This is evidenced by the calculation of the F test of 28,135 with a significance of 0,000.
Keywords: Religiosity, Attitude, Intention, Halal Cosmetics ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh religiusitas, sikap, norma subyektif dan kontrol perilaku terhadap niat membeli produk kosmetik halal pada mahasiswi muslim di Fakultas Ekonomi dan Bisnis Universitas Ahmad Dahlan Yogyakarta. Penelitian ini merupakan penelitian survei dengan menggunakan kuesioner sebagai instrumennya. Untuk pengujian instrumen menggunakan uji validitas dan reliabilitas. Sedangkan untuk Teknik analisis data menggunakan metode regresi linier berganda, karena variabel yang digunakan lebih dari dua variabel, dengan uji F dan uji t. Hasil dari penelitian menunjukkan bahwa variabel religiusitas (X1) tidak berpengaruh signifikan terhadap minat beli kosmetik halal, hal ini ditunjukkan dari nilai signifikansi>α(0,24>0,05) sikap (X2) tidak berpengaruh signifikan terhadap minat beli kosmetik halal, hal ini ditunjukkan dari nilai signifikansi>α(0,509>0,05), norma subjektif (X3) tidak berpengaruh terhadap minat beli kosmetik halal, hal ini ditunjukkan dari nilai signifikansi>α(0,250)>0,05), kontrol perilaku (X4) berpengaruh terhadap minat beli kosmetik halal, hal ini ditunjukkan dari nilai signifikansi<α(0,000<0,05). Secara simultan pengaruh religiusitas, sikap, norma subjektif, dan kontrol perilaku terhadap niat membeli produk kosmetik halal di Fakultas Ekonomi dan Bisnis Universitas Ahmad Dahlan berpengaruh signifikan terhadap niat membeli kosmetik halal (Y). Hal ini terbukti dengan perhitungan uji F sebesar 28,135 dengan signifikansi 0,000.
Kata Kunci:Â Religiusitas, Sikap, Niat, Kosmetik Halal
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