KESADARAN KONSUMEN MENGGUNAKAN KOSMETIK HALAL SERTA PENGARUHNYA TERHADAP  BRAND HOLISTIC

Sri Wahyuni Hasibuan; M Yasir Nasution; Saparuddin Siregar

doi:10.24952/tijaroh.v5i2.1882

KESADARAN KONSUMEN MENGGUNAKAN KOSMETIK HALAL SERTA PENGARUHNYA TERHADAP BRAND HOLISTIC

Sri Wahyuni Hasibuan (STAIS Jam'iyah Mahmudiyah, Indonesia)
M Yasir Nasution (Universitas Islam Negeri Sumatera Utara, Indonesia)
Saparuddin Siregar (Universitas Islam Negeri Sumatera Utara, Indonesia)

Abstract

Abstract

Indonesia as a supplier of halal cosmetics is inferior to other halal cosmetics providers. This is due to the disintegration of functional, emotional, and spiritual aspects of cosmetics, which can result in low consumer awareness. This research is an explanatory research using variance-based SEM approach. The results showed that consumer awareness of using halal cosmetics is due to knowledge, beliefs, experience, and information about cosmetics. Consumer awareness of using halal cosmetics has a positive and significant effect on brand holism. This awareness is due to the integration of the brand holistic elements in cosmetics, namely (1) it does not conflict with the principle of trust; (2) beautiful and healthy; (3) using natural ingredients; (4) care for the environment and reject exploitation; (5) free of animal fat; (6) clean manufacturing process; (7) strict supervision of label / logo certification; (8) does not cause dependency; (9) provide peace of mind, body and soul; (10) exposure according to reality; (11) and can be used various human backgrounds. So it is recommended for cosmetics companies to be able to strengthen their brands and be able to compete in the global market, it is very important to integrate all these elements in their brands.

Keywords: Awareness, Halal Cosmetics, Brand Holistic

Abstrak

Indonesia sebagai pemasok kosmetik halal kalah dengan negara penyedia kosmetik halal lainnya. Hal ini disebabkan terjadinya disintegrasi antara aspek fungsional, emosional, dan spiritual pada kosmetik, yang dapat mengakibatkan rendahnya kesadaran konsumen.. Penelitian ini termasuk explanatory research dengan menggunakan penedekatan SEM berbasis variance. Hasil penelitian menunjukkan bahwa kesadaran konsumen menggunakan kosmetik halal disebabkan karena pengetahuan, keyakinan, pengalaman, dan informasi tentang kosmetik tersebut. Kesadaran konsumen menggunakan kosmetik halal berpengaruh positif dan signifikan terhadap brand holistic. Kesadaran ini disebabkan terintegrasinya unsur-unsur brand holistic pada kosmetik tersebut, yaitu (1) tidak bertentangan dengan prinsip kepercayaan; (2) indah dan sehat; (3) menggunakan bahan-bahan alami; (4) peduli lingkungan dan menolak eksploitasi; (5) bebas dari lemak hewani; (6) proses pembuatan yang bersih; (7) pengawasan yang ketat terhadap sertifikasi label/logo; (8) tidak menyebabkan ketergantungan; (9) memberikan ketenangan akal pikiran, jiwa dan raga; (10) pemaparan yang sesuai dengan kenyataan; (11) dan dapat digunakan berbagai latar belakang manusia. Maka disarankan bagi perusahaan kosmetik agar dapat memperkokoh brandnya dan dapat bersaing pada pasar global, sangat penting mengintegrasikan semua unsur ini pada mereknya.

Kata Kunci: Kesadaran, Kosmetik Halal, Brand Holistic

Keywords

Awareness; Halal Cosmetics; Brand Holistic

Full Text:

PDF

References

DAFTAR PUSTAKA

Daftar Buku:

al-Asyqar, Muhammad Sulaiman. (2013). Zubdat At-Tafsir. Jordan:Dar al-Nafaes

al-Qardhawi, Yusuf. (1985). al-Halal Wa Haram fi Islam. Cet- I, Beiruth: Darul Ma’rifah.

al-Qardhawi, Yusuf. (1997). Norma dan Etika Ekonomi Islam. Terjemahan Zainul Arifin. Jakarta: Gema Insani Press.

Ar-razi, Fakhruddin. (2003). Tafsir al-Kabir Mafaatih Al-Ghaib. Jilid ke-3. Mesir, Cairo: Maktabah At-Taufiqiyah.

Kolter, Philip dan Kevin Lane Keller. (2009). Alih Bahasa: Benyamin Molan. Manajemen Pemasaran. Jilid 1. Edisi ke-12. Cet ke-4. Jakarta : PT. Indeks.

Kuncoro, Mudrajad.(2003). Metode Riset Untuk Bisnis dan Ekonomi. Jakarta:Penerbit : Erlangga.

Daftar Jurnal

Aaker, Jenifer L. (1997). Dimensions of Brand Personality. Journal of Marketing Research. 347-5. https://www.gsb.stanford.edu.

Ambalia, Abdul Raufu dan Bakara, Ahmad Naqiyuddin. ( 2014 ) . People’s Awareness on Halal Foods and Products: Potential Issues for Policy-Makers, The Jurnal Of international Procedia - Social and Behavioral Sciences 121 3 – 25.

Anderson, W. E., Fornell, C. & Rust, T. R. (1994). Customer satisfaction, productivity and profitability: Differences between goods and services. Marketing Science, 16(2), 129-145. Dalam jurnal Abdul Raufu Ambalia dan Ahmad Naqiyuddin Bakara, People’s Awareness, …h.10.

Aoun, Isabelle & Laurent Tournois. (2015). Building holistic brands: an exploratory study of Halal cosmetics, (Emerald Group Publishing Limited) Journal of Islamic Marketing, Vol. 6 h.7

Batsos, Wilson & Sidney J. Levy. 2017. “ Sejaran Konsep Branding: Praktik dan Teori”, dalam, www.emeraldinsight.com/1755-750X.htm, Departemen Pemasaran, Universitas Arizona, Tucson, Arizona, AS, h.362

Chin, W.W. (1998). “The partial least squares approach to structural equation modeling”. In G.A.Marcoulides (Ed.), Modern Methods for Business Research, N.J., Lawrence Erlbaum Associates: Mahwah, 295–358

Fatwa MUI No. 26 Tahun 2013 Tentang Standar Kehalalan Produk Kosmetika dan Penggunaannya

Fornell, C. dan Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research. Dalam Ghozali. I. (2011). Structural Equation Modeling Metode Alternatif dengan Partial Least Square. Semarang: Badan Penerbit Undip.

Jihan, A zreen, Che Mohd Hashim & Rosidah Musa. ( 2014 ). Factors Influencing Attitude Towards Halal Cosmetic Among Young Adult Urban Muslim Women: A Focus Group Analysis. Procedia - Social and Behavioral Sciences 130 129 – 134. (www.sciencedirect.com)

Kementerian Perdagangan Republik Indonesia, “Hidup Sehat dengan Produk Halal”, dalam Warta Ekspor (Ditjen PEN/WRT/56/VII/2015 Edisi juli) .5.

Keller, Kevin Lane. (2001). Building Customer-Based Brand Equity: A Blue Print For Creating Strong Brands. Cambridge : Marketing Science Institute. www.msi.org

Schiffman L.G. & Kanuk, L.L. (1997). Consumer behaviour N.J. Prentice-Hall. Dalam Ambalia, Abdul Raufu dan Bakara, Ahmad Naqiyuddin. People’s Awareness,…p.9

Abd Rahman, Azmawani dan Ebrahim Asrarhaghighi Suhaimi Ab Rahman. (2013).Consumers and Halal cosmetic products: knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, Vol. 6 Iss 1 pp. -. Emerald Group Publishing Limited

DOI: https://doi.org/10.24952/tijaroh.v5i2.1882