Pengaruh Pengetahuan Produk Terhadap Niat Beli Produk Wardah Sebagai Kosmetik Halal Melalui Sikap Konsumen
DOI:
https://doi.org/10.53682/mk.v4i1.6789Keywords:
product knowledge, consumer attitude, purchase intentionAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh pengetahuan produk dan sikap konsumen terhadap niat beli. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dan menjaring 75 responden dengan metode purposive sampling dimana kriteria responden adalah pengguna produk kosmetik halal. Hasil penelitian menunjukkan pengetahuan produk dan sikap konsumen mempengaruhi niat beli konsumen dan adanya peran mediasi yang ditunjukkan oleh sikap konsumen. Berdasarkan temuan ini, perusahaan sebaiknya memperhatikan pembentukan sikap konsumen sebagai landasan kebijakan strategi pemasaran.
This study aims to determine the influence of product knowledge and consumer attitudes on purchase intentions. This current study used a descriptive quantitative approach and netted 75 respondents with a purposive sampling method where the criteria for respondents were users of halal cosmetic products. The results showed that product knowledge and consumer attitudes influenced consumer purchase intentions and the mediating role shown by consumer attitudes. Based on these findings, companies should pay attention to the formation of consumer attitudes as the basis for marketing strategy policies.
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Copyright (c) 2023 Veronica Moniaga, Tinneke E. M Sumual, Lydia Kumajas
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