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"Tesis ini meneliti tentang intensi dalam melakukan pembelian kosmetik bersertifikat Halal berdasarkan tingkat religiusitas dan Theory of Planned Behavior. Variabel-variabel yang digunakan antara lain Awareness dan Religiosity (dibentuk dari lima dimensi yaitu Ideological, Intellectual, Ritualistic, Experiential, dan Consequential) terhadap Attitude towards Purchasing Halal Certified Cosmetics. Lalu, variabel Attitude towards Purchasing Halal Certified Cosmetics, Subjective Norm, dan Perceived Behavioral Control terhadap Intention to Purchase Halal Certified Cosmetics. Kuesioner disebarkan kepada responden wanita yang beragama Islam, baik yang menggunakan jilbab, maupun yang tidak menggunakan jilbab. Dari hasil kuesioner yang disebarkan, didapatkan 205 responden yang datanya dapat diolah lebih lanjut. Kemudian, data diolah dengan menggunakan metode SEM (Structural Equation Modeling).Hasil yang didapatkan pada penelitian ini menunjukkan bahwa semakin tinggi Awareness dan Religiosity, maka semakin positif sikap dalam pembelian kosmetik bersertifikat Halal, dan semakin positif, kuat, serta tinggi ketiga faktor di dalam Theory of Planned Behavior yaitu sikap dalam pembelian kosmetik bersertifikat Halal, norma subyektif, dan Perceived Behavioral Control maka akan semakin tinggi intensi dalam pembelian kosmetik bersertifikat Halal. Oleh karena itu, penting bagi para produsen kosmetik bersertifikat Halal untuk meningkatkan awareness umat muslim terhadap produknya, menunjukkan identitas kehalalannya, membentuk sikap positif mereka terhadap pembelian produknya, membentuk image bahwa produknya dibeli oleh orang-orang yang berada di lingkungan mereka, serta meningkatkan keyakinan diri mereka terhadap pembelian produknya supaya intensi mereka dalam melakukan pembelian kosmetik bersertifikat Halal akan semakin meningkat.

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This thesis examines intention in purchasing halal certified cosmetics based on level of religiosity and Theory of Planned Behavior. The variables that are used are Awareness and Religiosity (formed by five dimensions namely Ideological, Intellectual, Ritualistic, Experiential, and Consequential) with Attitude towards Purchasing Halal Certified Cosmetics. Then, Attitude towards Purchasing Halal Certified Cosmetics, Subjective Norm, and Perceived Behavioral Control toward Intention to Purchase Halal Certified Cosmetics. The questionnaires were distributed to woman respondents who are moslem, either wearing hijab or not wearing hijab. From this distribution, was obtained 205 respondents whose data can be further analyzed. Afterwards, the data was processed by using SEM method (Structural Equation Modeling).

The results from this research shows that the higher Awareness and Religiosity, the more positive attitude in purchasing halal certified cosmetics. The more positive, stronger, and higher of three factors in Theory of Planned Behavior namely Attitude towards Purchasing Halal Certified Cosmetics, Subjective Norm, and Perceived Behavioral Control, then the intention in purchasing halal certified cosmetics will be more higher. Thus, it is important for halal certified cosmetic producers to increase moslem‟s awareness toward the products, show its halal identity, form their positive attitude toward purchasing the products, form the image that the products are bought by important people in their circle, and also increase their belief toward purchasing the products in order to increase their intention to purchase halal certified cosmetics."

"ABSTRAKTingginya permintaan terhadap produk kosmetik halal memberikan peluang bagi produsen kosmetik, khususnya di Indonesia, untuk memperluas pasar mereka di dalam negeri maupun di luar negeri. Saat ini, halal tidak lagi hanya diartikan sebagai kewajiban agama, tetapi sudah dianggap sebagai standar pilihan baik bagi konsumen Muslim maupun non-Muslim di seluruh dunia, sehingga terdapat potensi yang besar untuk menjangkau konsumen non-Muslim sebagai pasar baru untuk produk kosmetik halal. Tujuan penelitian ini adalah untuk mengetahui faktor-faktor yang memengaruhi konsumen non-Muslim dalam melakukan pembelian produk kosmetik halal. Responden dalam penelitian ini adalah konsumen non-Muslim yang pernah membeli dan menggunakan produk kosmetik halal di Indonesia. Metode analisis yang digunakan dalam penelitian adalah Structural Equation Modelling (SEM) menggunakan software Lisrel 8.8 untuk menganalisis pengaruh faktor persepsi terkait safety pada attitude, dan juga faktor Theory of Planned Behavior (attitude, subjective norm, perceived behavioral control) dan 4Ps Marketing Mix (product, price, promotion, dan place) sebagai variabel yang memengaruhi repurchase intention produk kosmetik halal. Hasil penelitian menunjukkan bahwa faktor safety memengaruhi attitude, dan dari empat bauran pemasaran, hanya product dan promotion yang memengaruhi repurchase intention pada konsumen non-Muslim dalam pembelian produk kosmetik halal.

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ABSTRACT

The high demand for halal cosmetic products provides opportunities for cosmetic manufacturers, especially in Indonesia, to expand their markets domestically and global. At present, halal is no longer only interpreted as a religious obligation, but has been considered a standard of choice for both Muslim and non-Muslim consumers worldwide, so there is great potential to reach out to non-Muslim consumers as a new market for halal cosmetic products. The purpose of this study was to determine the factors that influence non-Muslim consumers in purchasing halal cosmetic products. Respondents in this study are non-Muslim consumers who have bought and used halal cosmetic products in Indonesia. The analytical method used in this research is Structural Equation Modeling (SEM) using Lisrel 8.8 software to analyze the influence of perception factors related to safety on attitude, and also Theory of Planned Behavior factors (attitude, subjective norm, perceived behavioral control) and 4Ps Marketing Mix (product, price, promotion, and place) as variables that influence the repurchase intention of halal cosmetic products. The results showed that the safety factor affects attitude, and from the 4Ps Marketing Mix, only product and promotion affect the repurchase intention of non-Muslim consumers toward purchasing halal cosmetic products."