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

Yıl 2022, Cilt: 4 Sayı: 1, 34 - 43, 23.06.2022

Yulıst Rıma Fiandari , Raja Roufli Harahap , Salim Faisal Misfir

https://doi.org/10.51973/head.1055092

Öz

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. 

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• 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. https://doi.org/10.1108/JIMA-09-2013-0068
• Agustina, K. D., & Hana, S. (2019). Awareness level analysis of Indonesian consumers toward halal products. Journal of Islamic Marketing, 11(2), 522–546. https://doi.org/10.1108/JIMA-10-2017-0104
• Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2017). Factors affecting Halal meat purchase intention: Evidence from interna-tional Muslim students in China. British Food Journal, 119(3), 527–541. https://doi.org/10.1108/BFJ-10-2016-0455
• Anssi, T., & Sanna, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808–822. https://doi.org/10.1108/00070700510629760
• Armitage, C., & Conner, M. (2010). Effica-cy of the Theory of Planned Behaviour: A Meta-Analytic Review. British Journal of Social Psychology, 40, 471–499. https://doi.org/10.1348/014466601164939
• Armitage, C. J., & Conner, M. (2001). Effi-cacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/https://doi.org/10.1348/014466601164939
• Basri, Y., & Kurniawati, F. (2019). Effect of Religiosity and Halal Awareness on Pur-chase Intention Moderated by Halal Cer-tification. KnE Social Sciences. https://doi.org/10.18502/kss.v3i26.5403
• British council. (2018). Lessons from the world’s largest Muslim nation. https://www.britishcouncil.org/research-policy-insight/insight-articles/lessons-from-the-world
• Chen, M. F., & Tung, P. J. (2014). Devel-oping an extended Theory of Planned Be-havior model to predict consumers’ inten-tion to visit green hotels. International Journal of Hospitality Management, 36, 221–230. https://doi.org/10.1016/j.ijhm.2013.09.006
• Faradillah Shafiee, N., Shahrim Ab Karim, M., Bakar Mohamed Razali, A., & Fatimah Ungku Zainal Abidin, U. (2017). Halalan Toiyyiban Food Handling Practices: A Re-view on Street Food Vendors in Malaysia. Journal of Islamic, Social, Economics and Development, 2(6), 385–394. www.jised.com
• Ferdinand, A. (2014). Metode Penelitian Manajemen. Badan Penerbit Universitas Diponegoro.
• Ghozali, I. (2009). Aplikasi Analisis Multi-variat dengan Program SPSS. BadanPen-erbit Universitas Diponegoro.
• Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan. Par-tial Least Square (PLS). Badan Penerbit Universitas Diponegoro.
• Golnaz, R., Zainalabidin, M., & Mad, N. S. (2012). Non‐Muslim consumers’ under-standing of Halal principles in Malaysia. Journal of Islamic Marketing, 3(1), 35–46. https://doi.org/10.1108/17590831211206572
• H, A., A, S., & Zeeshan, H. (2015). Factors affecting Halal purchase intention – evi-dence from Pakistan’s Halal food sector. Management Research Review, 38(6), 640–660. https://doi.org/10.1108/MRR-01-2014-0022
• Hair, J. F. Jr. Black, W. C., Babin, B. J. Anderson, R. E. and Tatham, R. L. (2006). Multivariate Data Analysis 6th Edition. Pearson Education Inc.
• Hashim, P., & Mat Hashim, D. (2013). A review of cosmetic and personal care prod-ucts: Halal perspective and detection of ingredient. Pertanika Journal of Science and Technology, 21(2), 281–292.
• Izberk-Bilgin, E., & Nakata, C. C. (2016). A new look at faith-based marketing: The global halal market. Business Horizons, 59(3), 285–292. https://doi.org/https://doi.org/10.1016/j.bushor.2016.01.005
• 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 Genera-tion Y in Malaysia. International Journal of Social Science and Humanity, 5(7), 608–612. https://doi.org/10.7763/ijssh.2015.v5.526
• Memon, Y. J., Azhar, S. M., Haque, R., & Bhutto, N. A. (2020). Religiosity as a mod-erator between theory of planned behavior and halal purchase intention. Journal of Islamic Marketing, 11(6), 1821–1836. https://doi.org/10.1108/JIMA-01-2019-0006
• Mukhtar, A., & Butt, M. (2012). Intention to choose Halal products: The role of relig-iosity. Journal of Islamic Marketing, 3, 108–120. https://doi.org/10.1108/17590831211232519
• Mumuni, A. G., Veeck, A., Luqmani, M., Quraeshi, Z. A., & Kamarulzaman, Y. (2018). Religious identity, community and religious minorities’ search efforts for reli-giously sanctioned food: The case of halal food in non-Muslim majority markets. In-ternational Journal of Consumer Studies, 42(6), 586–598. https://doi.org/https://doi.org/10.1111/ijcs.12423
• Muslim, G. (2018). Hijabers, Ini 8 Skincare Brand Lokal yang Telah Bersertifikat Halal. https://www.gomuslim.co.id/read/muslim_lifestyle/2019/10/23/15421/-p-hijabers-ini-8-skincare-brand-lokal-yang-telah-bersertifikat-halal-p-.html
• Norafni Farlina binti Rahim, Z. S. S., & Syahidawati. (2015). Awareness and Per-ception of Muslim Consumers on Halal Cosmetics and Personal Care Products. International Journal of Business, Econom-ics and Management, 2(1), 1–14.
• Nurcahyo, A., & Hudrasyah, H. (2017). The Influence of Halal Awareness, Halal Certification, and Personal Societal Pur-chase Intention. Journal of Business and Management, 6(1), 21–31.
• Peristiwo, H. (2019). Indonesian Halal Food Industry : Development, Opportuni-tie and Challenges on Halal Supply Chains. Journal of Islamic Studies and Humanities, 4(2), 218–245.
• Praharjo, A. (2020). The Effect of Service Quality on Satisfaction and Loyalty Visitors at Sengkaling Recreational Park. 10(01), 33–40.
• Quoquab, F., Mohamed Sadom, N. Z., & Mohammad, J. (2019). Driving customer loyalty in the Malaysian fast food industry: The role of halal logo, trust and perceived reputation. Journal of Islamic Marketing, 11(6), 1367–1387. https://doi.org/10.1108/JIMA-01-2019-0010
• Rahadjeng, E. R., & Fiandari, Y. R. (2020). The effect of attitude, subjective norms and control of behavior towards intention in share investment. Manajemen Bisnis, 10(2), 17–26. https://doi.org/10.22219/JMB.V10I2.13616
• Republika. (2019). Potensi Besar Industri Halal Indonesia. https://republika.co.id/berita/ekonomi/syariah-ekonomi/pndiyg370/potensi-besar-industri-halal-indonesia
• Rhodes, R. E., & Courneya, K. S. (2003). Investigating multiple components of atti-tude, subjective norm, and perceived con-trol: An examination of the theory of planned behaviour in the exercise domain. British Journal of Social Psychology, 42(1), 129–146. https://doi.org/https://doi.org/10.1348/014466603763276162
• Scalco, A., Noventa, S., Sartori, R., & Ces-chi, A. (2017). Predicting organic food con-sumption: A meta-analytic structural equa-tion model based on the theory of planned behavior. Appetite, 112, 235–248. https://doi.org/10.1016/j.appet.2017.02.007
• Shaari, J.A.N. and Mohd Arifin, N. S. (2010). Dimension of halal purchase inten-tion: A preliminary study.
• Solimun, Adji A. R. Fernandes, N. (2017). Pemodelan Persamaan Struktural (SEM). Pendekatan WarpPLS. UB Press.
• Soroka, A., & Wojciechowska-Solis, J. (2019). Consumer awareness of the region-al food market: The case of eastern Euro-pean border regions. Foods, 8(10), 1–11. https://doi.org/10.3390/foods8100467
• Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
• Waqar, A., Arsalan, N., Muhammad, F. H., & Shaharyar, A. (2019). Consumer behav-iour towards willingness to pay for Halal products: An assessment of demand for Halal certification in a Muslim country. British Food Journal, 121(2), 492–504. https://doi.org/10.1108/BFJ-02-2018-0085
• Widayat. (2004). Metode Penelitian Pemasaran. UMM Press.
• Wilson, J. A. J., & Liu, J. (2011). The chal-lenges of Islamic branding: Navigating emotions and halal. Journal of Islamic Marketing, 2(1), 28–42.