PENGARUH HALAL CERTIFICATION DAN BAURAN PEMASARAN TERHADAP MINAT BELI KOSMETIK DEKORATIF

Abstract

The cosmetic industry is one of the industries that is developing in Indonesia. The many types of cosmetic products available in the Indonesian market lead to many alternative choices for consumers when buying cosmetics. The demand for halal cosmetics in Indonesia is getting higher so that local and imported cosmetic products strive for halal certification, both official institutions in Indonesia (LPPOM MUI) and halal institutions that are officially recognized by the International. In addition to halal certificates, the marketing mix is ​​also a strategy to get a market in Indonesia. This study aims to formulate strategies that can be applied to increase interest in purchasing halal cosmetics. The questionnaire was distributed to 124 respondents using the structural equation model (SEM) analysis method with partial least square (PLS) approach to analyze the effect of halal certification and the marketing mix (product, price, place, promotion) on purchase intention halal cosmetics in Indonesia. SEM test results show that the halal certification variable has a significant relationship to the interest in halal cosmetics. Product variables have a significant relationship to purchase intention in halal cosmeti