Pengaruh Halal Knowledge, Electronic Word Of Mouth, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Muslim Pada Produk Kosmetik Halal

The Influence Of Halal Knowledge, Electronic Word Of Mouth, And Product Quality On Muslim Consumers Purchasing Decisions On Halal Cosmetic Products 

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh halal knowledge, electronic word of mouth dan kualitas produk terhadap keputusan pembelian konsumen muslim pada produk kosmetik halal di Jawa Timur. Metode penelitian ini menggunakan metode kuantitatif dengan sumber data yang digunakan adalah data primer melalui penyebaran kuesioner. Sampel penelitian berjumlah 105 responden yang dipilih secara acak berdasarkan kriteria tertentu menggunakan teknik pusposive sampling. Metode yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan teknik Partial Least Square (PLS) menggunakan alat analisis SmartPLS 3.0. Hasil penelitian menunjukkan bahwa variabel halal knowledge, electronic word of mouth, dan kualitas produk berpengaruh secara signifikan terahdap keputusan pembelian konsumen muslim pada produk kosmetik halal di Jawa Timur.

Kata Kunci : Halal knowledge, electronic word of mouth, kualitas produk, keputusan pembelian

The research aims to determine and analyze the influence of halal knowledge, electronic word of mouth and product quality on muslim consumers purchasing decisions for halal cosmetic products in East Java. This research method uses quantitative methods with the data source used is primary data through distributing questionnaries. The reseacrh sample consisted of 105 respondents who were randomly selected based on certain criteria using a purposive sampling technique. The method used in the research is Structural Equation Modelling (SEM) with the Partial Least Square (PLS) technique using the SmartPLS 3.0 analysis tool. The results of the research that the variables halal knowledge, electronic word of mouth, and product quality have a significant influence on muslim consumer’s purchasing decisions for halal cosmetic products in East Java.

Keywords : Halal knowledge, electronic word of mouth, product quality, purchasing decisions