Electronic Theses and Dissertation

Industri halal telah menjadi sektor manufaktur baru yang tumbuh menjadi bisnis global dengan
pertumbuhan paling cepat di seluruh dunia. Halal memberikan jaminan kepada pelanggan bahwa
produk tersebut telah mengikuti semua pedoman sesuai dengan ajaran agama Islam. Muslim di dunia
semakin menekankan pada sensitivitas agama, termasuk sensitifitas terhadap produk kosmetik.
Penelitian ini menanalisis perilaku membeli kosmetik halal di Provinsi Aceh dan Sumatera Utara yang
dilakukan dengan mempertimbangkan variabel Sikap Terhadap Produk Halal, Norma Subjektif, Nilai
Emosional, Komitmen Beragama, Interaktif Media Sosial, dan Niat Membeli. Penelitian ini
menggunakan analisis data SEM melalui aplikasi SMARTPLS Ver 3.0 dengan jumlah responden
sebanyak 430 orang konsumen yang menggunakan kosmetik halal di Provinsi Aceh dan Sumatera
Utara. Teknik pengambilan sampel dilakukan dengan pendekatan peneliti melakukan penarikan
sampel dengan pendekatan non probability sampling. Hasil penelitian menunjukkan bahwa pengaruh
langsung variabel Sikap Terhadap Produk Halal, Norma Subjektif, Nilai Emosional, Komitmen
Beragama terhadap Niat Membeli berpengaruh positif dan signifikan. Pengaruh mediasi antara
variabel Sikap Terhadap Produk Halal, Norma Subjektif, Nilai Emosional, Komitmen Beragama
terhadap perilaku membeli aktual melalui niat membeli berpengaruh positif dan signifikan, Pengaruh
moderasi murni antara variabel interaksi media sosial pada hubungan antara norma subjektif dan niat
membeli. Pengaruh moderasi prdiktor antara variabel interaksi media sosial pada hubungan antara
nilai emosional dan niat membeli. Oleh karena itu penelitian selanjutnya direkomendasikan untuk diuji
kembali pada unit analisis yang berbeda seperti pada sektor industri fesyen halal, farmasi halal, dan
media halal.

The halal industry has become a new manufacturing sector that is growing into the fastest growing global business worldwide. Halal provides assurance to customers that the product has followed all guidelines according to the teachings of Islam. Muslims in the world are increasingly emphasizing on religious sensitivity, including sensitivity to cosmetic products. This study analyzes the buying behavior of halal cosmetics in Aceh and North Sumatra Provinces which is carried out by considering the variables of Attitude Towards Halal Products, Subjective Norms, Emotional Value, Religious Commitment, Social Media Interactivity, and Buying Intention. This study uses SEM data analysis through the SMARTPLS Ver 3.0 application with 430 respondents who use halal cosmetics in Aceh and North Sumatra Provinces. The sampling technique was carried out with a researcher's approach to withdrawing samples with a non-probability sampling approach. The results showed that the direct influence of the variables of Attitude Towards Halal Products, Subjective Norms, Emotional Value, Religious Commitment on Buying Intention had a positive and significant effect. The mediating effect between the variables of Attitude Towards Halal Products, Subjective Norms, Emotional Value, Religious Commitment on actual buying behavior through purchase intention has a positive and significant effect, the effect of pure moderation between social media interaction variables on the relationship between subjective norms and purchase intention. the effect of predictor moderation between social media interaction variables on the relationship between emotional value and purchase intention. Therefore, further research is recommended to be tested again on different units of analysis such as the halal fashion, halal pharmaceutical, and halal media industry sectors.