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Determinan Intensi Pembelian Suplemen Herbal Halal: Studi Kasus Konsumen Muslim Provinsi Jawa Barat

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Method: This study employs a quantitative approach using a survey method. The
research instrument consists of a questionnaire distributed online to 100
respondents residing in the cities of Bogor, Bandung, Depok, Sukabumi, Cianjur
Regency, and Bekasi. The collected data were analyzed using Structural Equation
Modeling (SEM) based on Partial Least Square (PLS) to test the influence of
attitude, subjective norms, perceived behavioral control (PBC), religiosity, and
product knowledge on the intention to purchase halal herbal supplements. The
margin of error used was 10%.
Goal: Based on the results of this study, Perceived Behavioral Control (PBC) was
found to have the strongest influence on the intention to purchase halal herbal
supplements, with a coefficient value of 0.294 and a p-value of 0.011, indicating a
positive and significant influence at the 5% significance level. The next variables
that also have a significant influence are Attitude (coefficient 0.258; p=0.024),
Product Knowledge (coefficient 0.233; p=0.026), and Norms (coefficient 0.194;
p=0.088), which are significant at the 10% level. Meanwhile, the Religiosity
variable does not show a significant influence on purchase intention (coefficient
0.082; p=0.303). With an R-Square value of 0.824, this model has very strong
predictive power. These findings encourage businesses to focus their marketing
strategies more on enhancing perceptions of ease and control in purchasing,
fostering positive attitudes toward the product, increasing consumer knowledge,
and considering social norms, rather than relying solely on religious aspects.

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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 AWW d

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

ES

Language

Indonesia

ISBN/ISSN

NIM.2110103044

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

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Specific Detail Info

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Statement of Responsibility

Awwaliyah, Rosyidatul

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