The Effect of Religiusity, Halal Label, Brand Image and Celebrity Endorser on Purchase Decisions on Shampo Hijab Products (The Case of Muslim Consumer Study in Semarang)

Authors

  • Victorio Aqsa Falajabudien Diponegoro University
  • Fuad Mas'ud

DOI:

https://doi.org/10.47312/aifer.v5i02.445

Abstract

The demand for halal products is mandatory for every Muslimah, including halal hijab shampo products. This study aims to determine the effect of religiosity, halal label, brand image, and celebrity endorser as independent variables in this study on purchasing decisions for hijab shampo products, which are the dependent variable. The data collection method was done through a questionnaire. The population in this study are Muslim consumers who have bought and used shampo hijab products in the city of Semarang. This study selected a sample of 100 respondents using a purposive sampling approach. The data are then analyzed using multiple linear regression analysis techniques. The results of the analysis show that the halal label and brand image variables have a positive and significant effect on purchasing decisions, while the religiosity and celebrity endorser variables have no significant effect on purchasing decisions. Simultaneously, the results of the independent variable religiosity, halal label, brand image and celebrity endorser have a simultaneous effect on purchasing decisions.

Keywords: Religiosity; halal label; brand image; celebrity endorser; purchase decision

Downloads

Download data is not yet available.

Author Biography

Victorio Aqsa Falajabudien, Diponegoro University

Islamic Economics, Faculty of Economics and Business, Diponegoro University

References

Astogini, Dwiwiyati, Wahyudin, and dan Siti Zulaikha Wulandari. 2011. “Aspek Religiusitas Dalam Keputusan Pembelian Produk Halal (Studi Tentang Labelisasi Halal Pada Produk Makanan Dan Minuman Kemasan).” Jeba.

BPS. 2010. “Penduduk Menurut Kelompok Umur Dan Agama Yang Dianut.” Retrieved (https://sp2010.bps.go.id/index.php/site/tabel?tid=320&wid=0).

Bramantya, Yan Bayu, and Made Jatra. 2016. “Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Fakultas Ekonomi Dan Bisnis Universitas Udayana ( Unud ), Bali , Indonesia. Hal Ters.” 5(3):1745–71.

Hasan, Ashfaq. 2013. Marketing Dan Kasus - Kasus Pilihan.

Imamuddin, M. 2017. “Pengaruh Label Halal Dan Religiusitas Terhadap Keputusan Pembelian Mie Instan Mahasiswa IAIN Bukittinggi T.A 2016/2017.” Ekonomika Syariah 1(1):34–47.

Indonesia, Kementrian Agama Republik. 2003. Pedoman Labelisasi Halal. Jakarta: Proyek Pembinaan Pangan Halal Direktorat Jenderal Bimbingan Masyarakat islam dan penyelenggaraan Haji.

Jalaluddin. 2010. Psikologi Agama. Jakarta: Rajawali Pers.

Kotler, P. & Armstrong, G. 2008. Prinsip-Prinsip Pemasaran. Edisi 12. Jilid 1. Jakarta: Erlangga.

Kotler, Philip, and Kevin Lane Keller. 2009. Manajemen Pemasaran Jilid 1. Jakarta: Erlangga.

Mas’ud, Fuad. 2017. Manajemen Bisnis Berbasis Pandangan Hidup Islam. Semarang: Undip Press.

Munandar, and Chadafi. 2016. “Pengaruh Harga, Celebrity Endorser, Kepercayaan, Dan Psikologi Terhadap Keputusan Pembelian Online Shop Di Media Sosial Instagram.” Visioner & Strategis ISSN : 2338-2864 5(2):1–8.

Pew Research Center on Religion & Public Life. 2015. “10 Countries With the Largest Muslim Populations, 2010 and 2050.” Retrieved (https://www.pewforum.org/2015/04/02/muslims/).

Ramly, Zulkufly, Lau Teck Chai, and Choe Kum Lung. 2008. “Religiosity as a Predictor of Consumer Ethical Behaviour: Some Evidence from Young Consumers from Malaysia.” Journal of Business Systems, Governance and Ethics.

Sa’diah, Fitriyana. 2017. “Pengaruh Inovasi Produk dan Kemasan Produk Terhadap Niat Beli Konsumen Pada Produk Shampo Sariayu Hijab (Studi Pada Konsumen Di Wilayah Surabaya Selatan).” Jurnal Ilmu Manajemen 05:1–8.

Salman, and Siddiqui. 2011. “An Exploratory Study for Measuring Consumer Awareness and Perceptions Towards Halal Food in Pakistan.” 3:639–52.

Sari, Dinny Puspita, and Edin S. Djatikusuma. 2012. “Pengaruh Celebrity Endorser Ayu Ting-Ting Dalam Iklan Televisi Terhadap Brand Image Produk Mie Sarimi.” Jurnal Manajemen Dan Kewirausahaan.

Shimp. 2007. Perikanan Promosi (Aspek Tambahan Komunikasi Pemasaran Terpadu).

Sugiyono, Prof. Dr. 2014. Metode Penelitian Kuantitatif, Kualitatif,Dan R&D. Bandung: Alfabeta.

Wicaksono. 2007. Perilaku Konsumen. Jakarta: PT Indeks.

Widyaningrum, Premi Wahyu. 2016. “Pengaruh Label Halal Dan Celebrity Endorser Terhadap Keputusan Pembelian (Survei Pada Koncumen Wardah Ponorogo).” Jurnal Ekonomi Syariah Indonesia Volume VI(2):Hal 83-98.

Yuswohady. 2015. Marketing to the Middle Class Muslim- Kenali Perubahannya, Pahami Perilakunya, Petakan Strateginya. Jakarta: Gramedia Pustaka Utama.

Downloads

Published

2020-06-18

Issue

Vol. 5 No. 02 (2020)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).