Pengaruh Pengetahuan Halal, Kesadaran Halal dan Religiusitas terhadap Minat Beli Produk Sunscreen Azarine pada Generasi Z di Surabaya

The Influence of Halal Knowledge, Halal Awareness and Religiosity on Buying Interest in Azarine Sunscreen Products for Generation Z in Surabaya

Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh pengetahuan halal, kesadaran halal dan religiusitas terhadap produk sunscreen Azarine pada generasi Z di Surabaya. Penelitian ini merupakan penelitian metode kuantitatif dengan pendekatan  penyebaran kuesioner dengan pernyataan yang mengacu pada indikator. Sampel penelitian diambil dengan teknik purposive sampling. Data yang terkumpul dianalisis menggunakan aplikasi IBM SPSS Statistics 23 lalu diuji dengan uji instrumen data, uji asumsi klasik, analisis regresi linear berganda dan uji hipotesis. Hasil penelitian menunjukkan bahwa (1) pengetahuan halal berpengaruh dan signifikan terhadap minat beli produk sunscreen Azarine (2) kesadaran halal tidak berpengaruh terhadap minat beli produk sunscreen Azarine (3) religiusitas berpengaruh dan signifikan terhadap minat beli produk sunscreen Azarine (4) pengetahuan halal, kesadaran halal dan religiusitas berpengaruh dan signifikan secara simultan terhadap minat beli.

This study aims to determine and analyze the effect of halal knowledge, halal awareness and religiosity on Azarine sunscreen products for generation Z in Surabaya. This research is a quantitative method research with a questionnaire distribution approach with statements that refer to indicators. The research sample was taken with purposive sampling technique. The collected data were analyzed using the IBM SPSS Statistics 23 application and then tested with data instrument tests, classical assumption tests, multiple linear regression analysis and hypothesis testing. The results showed that (1) halal knowledge has a significant effect on buying interest in Azarine sunscreen products (2) halal awareness has no effect on buying interest in Azarine sunscreen products (3) religiosity has a significant effect on buying interest in Azarine sunscreen products (4) halal knowledge, halal awareness and religiosity simultaneously have a significant effect on buying interest.