mirМИР (Модернизация. Инновации. Развитие)MIR (Modernization. Innovation. Research)2079-46652411-796XSchool of Public Administration10.18184/2079-4665.2020.11.2.233-24mir-1039Research ArticleРАЗВИТИЕRESEARCHПотребительское поведение в отношении халяльной косметической продукции: ситуация в ПалембангеConsumer Behavior and Halal Cosmetic Product: Evidence in Palembang CityРетноСенджаватиRetnoSenjawati

Экономический факультет

30128, Южная Суматра, Палембанг, Илир Барат 1

Faculty Economic

Ilir Barat 1, Palembang, South Sumatera, 30128

Senjawatiretno03@gmail.comСухел.Suhel.

Экономический факультет

30128, Южная Суматра, Палембанг, Илир Барат 1

Faculty Economic

Ilir Barat 1, Palembang, South Sumatera, 30128

ИмамАснгариImamAsngari

Экономический факультет

30128, Южная Суматра, Палембанг, Илир Барат 1

Faculty Economic

Ilir Barat 1, Palembang, South Sumatera, 30128

Университет Шривиджая (UNSRI)ИндонезияSriwijaya University (UNSRI)Indonesia202023072020112233242Copyright © Ретно С., Сухел .., Имам А., 20202020Ретно С., Сухел .., Имам А.Retno S., Suhel .., Imam A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.mir-nayka.com/jour/article/view/1039Цель

Цель. Представленная статья посвящена исследованию влияния ряда определенных факторов (качества продукции, цены, маркировки халяль и наличия амбассадора бренда) на решение потребителей о покупке халяльных косметических продуктов.

Методы или методология проведения работы. Выборка исследования, проведенного в городе Палембанг (Южная Суматра, Индонезия), включала 400 респондентов женского пола в возрасте от 20 до 49 лет, с учетом их категорий дохода, образования и вида деятельности. Анализ полученных данных выполнен с помощью метода логистической регрессии (логит-модель).

Результаты работы

Результаты работы. В ходе проведенного исследования: 1) рассмотрена вероятность доминирующего фактора цены при принятии потребителем решения о покупке косметического продукта халяль; 2) установлено, что качество продукции, доход, наличие маркировки халяль и присутствие амбассадора (посла) бренда оказывают положительное и существенное влияние на выбор потребителей; 3) выявлено, что цена продукции может иметь не столь решающее значение на решение о покупке косметического продукта.

Purpose

Purpose: this research is about the impact of the product quality, price, halal labeling, and brand ambassador for the purchasing decision of halal cosmetics product.

Methods

Methods: the research samples involves 400 female respondents with age 20–49 based on income category, education and kinds of jobs in Palembang city, analysis using the Logit Analysis Method.

Results

Results: (1) the probability of the dominant factor in affecting the purchasing decision of the halal cosmetics product namely price; (2) the product quality, income, halal labeling, and brand ambassador have positive and significant impact; (3) the price has negative and significant impact for the purchasing decision of the purchasing decision of the cosmetics product.

Conclusions and Relevance: overall, there are five potential factors which affect the purchase of the halal cosmetic product. This important aspect should be attention in the cosmetics halal purchase, because it is not only about the price but also the religiosity aspect such as knowledge, attitude, Islamic brand and subjective norm before deciding to buy the product.

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The authors declare that there are no conflicts of interest present.