ENDONEZYA'NIN GENÇ NESİLİNDE HELAL KOZMETİK SATIN ALMA EĞİLİMİNE ETKİ EDEN FAKTÖRLER

Abstract

Helal kozmetik ve ticari potansiyeli yıldan yıla artmaktadır. Helal kozmetik de dindar insanlar için bir gerekliliktir. Helal endüstrisinin güçlendirilmesi Endonezya'nın temel öncelikleri arasında yer almaktadır. Endonezya, 2017 yılında yaptığı 218,8 milyar dolarlık harcama ile dünya çapında en büyük helal ürün ticareti potansiyeline sahip ülkelerden birisidir. Bu değer her yıl %6 oranında da artma potansiyeline sahiptir. Ancak bu değer, Endonezya'yı Malezya'dan oldukça uzak bir noktaya ve dünya çapında 10. sıraya yerleştirmektedir. Helal ve tayyib farkındalığının Endonezya'da genç nesil üzerine ve özellikle de öğrenciler üzerindeki etkisi bilinmemektedir, bu nedenle helal farkındalık düzeyini belirlemek için araştırma yapılması gereklidir. Bu Endonezya'da helal endüstrisinin güçlendirilmesinde belirleyici bir noktadır. Helal kozmetiklerin üretiminde, kozmetiklerin din tarafından yasaklanmış içeriklerden ve İslam dini ilkelerine göre olmayan yapım süreçlerinden arındırılmasını sağlamak tüketiciler açısından vazgeçilmez öneme sahip bir gerekliliktir. Bu çalışmada belirli özelliklere sahip numuneler üzerinde veri toplama amaçlı örnekleme. Ankete, helal etiketli kozmetik kullanan ve aynı helal markadan normalden üç kat daha fazla alışveriş yapan tüketiciler katılmıştır. Araştırma örneklemi, Endonezya'da helal kozmetik kullanan 100 kişiden oluşmuş ve araştırma, Nisan -Ağustos 2020'de çevrimiçi bir anket sistemi kullanılarak gerçekleştirilmiştir. Sonuçlar, helal kozmetik satın alma eğilimini etkileyen faktörleri göstermiştir. Helal ve tayyib farkındalığı ve davranış kontrolü, helal kozmetik satın alma eğilimini etkilemiştir. Ayrıca, öznel normların, helal kozmetik farkındalığı oluşturma davranışı üzerinde zayıf bir etkiye sahip olduğu tespit edilmiştir. 

Keywords

• Helal ve tayyib farkındalığı
• algılanan davranış kontrolü
• öznel norm
• helal kozmetik
• helal kozmetik satın alma niyeti

ANTECEDENTS OF PURCHASE INTENTION OF HALAL COSMETICS IN INDONESIA’S YOUNGER GENERATION

Abstract

The potential for halal cosmetics has increased from year to year. Halal cosmetics are a necessity. Strengthening the halal industry is one of the extensive foundations for Indonesia. Indonesia has the largest potential for halal products worldwide with an expenditure of 218.8 billion US dollars in 2017. This value will have the potential to increase by six percent every year. However, this value only places Indonesia in 10th place worldwide, far from Malaysia. Malaysia is in the world leader position for the halal industry. The effect of halalan thayyiban awareness on the younger generation in Indonesia, especially among students, remains unknown, so it is necessary to research to determine halal awareness level. It is a decisive point in strengthening the halal industry in Indonesia. The existence of halal cosmetics is indispensable for consumers to ensure that cosmetics are free from prohibited ingredients by religion and the process of making products that are not by Islamic religious principles. This study used data collection techniques on samples with particular characteristics (purposive sampling). The respondents were consumers who use cosmetics with the halal label and have made purchases more than three times at the same halal brand. The research sample consisted of 100 people who use halal cosmetics in Indonesia. The research was conducted in April - August 2020 using an online questionnaire. The results showed the factors that influence the intention of purchasing halal cosmetics. Halalan thayyiban awareness and behavioral control affected the intention to buy halal cosmetics. There was a difference in results on subjective norms that have a weak influence on the intention to form halal cosmetics.

Keywords

• Halalan thayyiban awareness
• perceived behaviour control
• subjective norm
• halal cosmetics
• purchase intention of halal cosmetics

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