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PEER GROUP EFFECTS ON MOSLEM CONSUMER’S DECISION TO PURCHASE HALAL-LABELED COSMETICS

Aisyah, Muniaty
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Aisyah, Muniaty
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Keywords
structural equation model
consumer behavior
purchase decision
halal label
GE Subjects
Economic ethics
Business ethics
Consumer ethics
Religious ethics
Spirituality and ethics
Methods of ethics
Collections
Islamic Ethics
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http://hdl.handle.net/20.500.12424/234669
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Abstract
The aim of this research is to analyze peer group effects on Moslem consumers’decision to purchase halal-labeled cosmetics directly and indirectly which is mediated by consumers’ religious behavior. This research applies Structural Equation Model and convenience random sampling with 215 samples who have bought halal-labeled cosmeticsand live in Southern Tangerang. The findings show that: first, peer group directly affect consumers’ decision to purchase halal-labeled cosmetics; second, hablum-minannas behavior mediates peer group and consumers’decision to purchase halal-labeled cosmetics indirectly, third, hablum-minallah behavior has the most dominant effect on Moslem consumers’ decision to purchase halal-labeled cosmetics. Based on the findings, it could be concluded that the reason of consumers’ decision to purchase halal-labeled cosmetics is because their religious behavior are high. Therefore, it is suggested that government and related institutions need to implement the Security Act of Halal Products immediately in order to protect the consumer from consuming non-halal products.
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Date
2015-07
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With permission of the license/copyright holder
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