ANALISIS PENGARUH PLANNED BEHAVIORAL LIP CREAM KOSMETIK WARDAH TERHADAP PURCHASE INTENTION DAN CONSUMER BUYING BEHAVIOR SECARA ONLINE PADA MAHASISWA UNIVERSITAS ISLAM RIAU

Abstract

The Muslim population in Indonesia and in the world has experienced growth and is followed by an increase in their income in every Muslim-majority country. With this increase, the demand for halal products in Indonesia and in other Muslim-majority countries has increased. Although the market for halal cosmetic products is large, most of the cosmetics and other personal care products are made by non-Muslim producers in non-Muslim countries, which can lead to disputes about the halalness of their ingredients. One of the halal cosmetic brands circulating in Indonesia is Wardah. This study aims to obtain clearer information about how Wardah's Lip Cream planned behavioral, towards purchase intention and consumer buying behavior of students on Wardah cosmetic products. The data analysis technique was carried out with a structural equation modeling (SEM) program to adjust the data to the TPB model. From the results of data analysis and hypothesis testing that has been carried out, it is found that there is an influence on the attitude variable, subjective norms of perceived behavioral control on purchase intention. And there is also an influence on the purchase intention variable and the behavior control perception variable on consumer purchasing behavior.