Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh risiko psikologis terhadap minat showrooming produk kosmetik halal pada generasi z di kota banda aceh dengan attitude sebagai variabel mediasi. perkembangan teknologi digital mendorong munculnya perilaku showrooming, di mana konsumen mencari informasi produk di toko fisik namun melakukan pembelian melalui saluran online. dalam konteks kosmetik halal, risiko psikologis seperti kecemasan, ketidakpastian, dan potensi penyesalan menjadi faktor penting yang memengaruhi perilaku konsumen. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada generasi z di kota banda aceh. analisis data dilakukan menggunakan structural equation modeling (sem) berbasis partial least square (pls) untuk menguji hubungan antar variabel serta peran mediasi attitude. hasil penelitian menunjukkan bahwa risiko psikologis berpengaruh signifikan terhadap minat showrooming dan attitude. selanjutnya, attitude berpengaruh positif dan signifikan terhadap minat showrooming serta terbukti mampu memediasi hubungan antara risiko psikologis dan minat showrooming. temuan ini menegaskan bahwa sikap konsumen memiliki peran penting dalam menjembatani pengaruh risiko psikologis terhadap minat showrooming. penelitian ini diharapkan dapat memberikan kontribusi dalam pengembangan kajian perilaku konsumen halal, khususnya dalam konteks perilaku showrooming, serta menjadi referensi bagi pelaku industri kosmetik halal dalam merancang strategi pemasaran yang efektif dengan mempertimbangkan karakteristik generasi z di era digital. kata kunci : risiko psikologis, attitude, minat showrooming, kosmetik halal, generasi z

ABSTRACT This study aims to analyze the effect of psychological risk on showrooming intention for halal cosmetic products among Generation Z in Banda Aceh, with attitude as a mediating variable. The development of digital technology has encouraged the emergence of showrooming behavior, where consumers seek product information in physical stores but complete their purchases through online channels. In the context of halal cosmetics, psychological risks such as anxiety, uncertainty, and potential regret are important factors influencing consumer behavior. This research employs a quantitative approach using a survey method by distributing questionnaires to Generation Z in Banda Aceh. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) to examine the relationships between variables and the mediating role of attitude. The results indicate that psychological risk has a significant effect on showrooming intention and attitude. Furthermore, attitude has a positive and significant effect on showrooming intention and is proven to mediate the relationship between psychological risk and showrooming intention. These findings confirm that consumer attitude plays an important role in bridging the effect of psychological risk on showrooming intention. This study is expected to contribute to the development of halal consumer behavior studies, particularly in the context of showrooming behavior, and to serve as a reference for halal cosmetic industry practitioners in designing effective marketing strategies by considering the characteristics of Generation Z in the digital era. Keywords: Psychological Risk, Attitude, Showrooming Intention, Halal Cosmetics, Generation Z