The Influence Of Marketing, Pricing And Promotion On Gen Z’s Purchase Behavior Of Halal Cosmetics In Indonesia
Total Views: 268
DOI:
https://doi.org/10.33102/jmifr.517Keywords:
Gen Z; Consumer Behavior; Marketing; Halal Cosmetics; IndonesiaAbstract
As This study investigates the influence of marketing mix (product, price, place, and promotion), on purchasing behavior of Indonesian Gen Z when buying Halal cosmetics. The objective of this study was to enhance the current understanding and bridge the gaps in existing literature by examining the marketing effects and cognitive factors associated with Gen Z’s purchasing behavior, as previous studies in Indonesia have mainly focused on Halal food and pharmaceutical consumption. There is a need to enter this Halal sector because cosmetics are now regarded as a primary requirement, and the Halal cosmetics business's growth will affect any country's GDP. The study sets out to investigate the impact of TPB constructs on purchasing behavior of Gen Z regarding Halal cosmetics products. The proposed model identifies the factors that shape the purchase intention of Gen Z towards Halal cosmetics and analyze how these marketing mix factors impact their attitude. The quantitative study was conducted on the island of Java, with data obtained from 500 respondents. The data was analyzed using Structural Equation Modeling (SEM) with the PLS (Partial Least Square) approach with the SmartPLS application. The study found that marketing mix elements exert influence on the purchasing behavior of Indonesian Gen Z when purchasing Halal cosmetics. These findings contribute not only to advancing theoretical knowledge but also provide practical implications for the industry players.
Downloads
References
Abd Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and Halal cosmetic products: knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, 6(1), 148-163. https://doi.org/10.1108/JIMA-09-2013-0068
Aisyah, M. (2017). Consumer demand on halal cosmetics and personal care products in Indonesia. Al-Iqtishad: Journal of Islamic Economics, 9(1). https://doi.org/10.15408/aiq.v9i1.1867
Al-Qaradawi, Y. (1999). The lawful and the prohibited in Islam. American Trust Publication.
Ali, S., Halim, F., & Ahmad, M., B. (2016) Beauty Premium and Halal Cosmetics Industry. Journal of Marketing Management and Consumer Behavior, 1(4), 52-63.
Amini, T. H, & Salahuddin, M. (2023). Visibility, attraction, typical person endorser instagram and interest in buying halal cosmetic products for generation z in east lombok (Sharia marketing analysis). Scientific Journal of Islamic Economics, 9 (1), 126–134. https://jurnal.stie-aas.ac.id/index.php/jei/article/view/7808
Anjani, E.R., & Simamora, V. (2022). Pengaruh influencer, harga dan kualitas produk skincare scarlett whitening terhadap keputusan pembeli Generasi Z, DKI jakarta. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6 (3), 1293–1308.
Armstrong, G., & Kotler, P. (2003). Marketing: An Introduction (6th ed.). Prentice Hall.
Che Mohd Hashim, A. J., & Musa, R. (2014). Factors influencing attitude towards halal cosmetic among young adult urban Muslim women: A focus group analysis. Procedia - Social and Behavioral Sciences, 130, 129-134. https://doi.org/10.1016/J.SBSPRO.2014.04.016
Darmalaksana, W. (2021). Kosmetik halal sebagai lifestyle untuk kesehatan: Studi takhrij and syarah hadith. Al-Tadabbur: Journal of Al-Qur'an Science and Tafsir, 148, 148–162.
https://jurnal.staialhidayahbogor.ac.id/index.php/alt/article/view/1634/918
Ferdinand, A. (2014). Management Research Methods. BP Diponegoro University.
Irawan, & Swastha, B. (2013). Modern Marketing Management. Liberty.
Khan, N., Sarwar, A., & Tan, B. C. (2020). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 10 (2), 410–425. https://doi.org/10.1108/JIMA-11-2019-0248
Kotler, P. (2002). Marketing Management, The Millennium Edition. Prentice Hall.
Kotler, P., & Keller, K. (2005). Marketing Management (12th ed.). Prentice-Hall of India Private Limited.
Kurniawan, M. Z. (2023). The Role of financial literacy, prices, and sales Promotion on consumptive behaviour of Generation Z. Ekonika: Journal of Economics, University of Kadiri, 8 (1).
Lamb, C. W., Hair, J. F., & McDaniel, C. (2001). Principles of marketing. Cengage Learning.
Lestari, P. I., & Supriyanto, A. (2022). Keputusan pembelian Mi Samyang pada Generasi Z: Ditinjau dari labelisasi halal, halal awareness, harga, dan promosi. Journal of Current Research in Business and Economics, 1(2), 12–22. https://jcrbe.org/index.php/rbe/article/view/11
Masood, A. (2021). Factors Influencing Halal Cosmetics Purchase Behaviour of Working Adults and University Students in Malaysia. Journal of Student Personnel, 24 (1), 113–127. http://www.ukm.my/personalia/publication/artikel14-jun-2021/
Masood, A., & Abdul Rahim, A. (2020). Synergizing Hallyu and Halal economy for wealth creation. Malaysian Journal of Society and Space, 16 (1), 23-35. https://doi.org/10.17576/geo-2020-1601-03
Matheos, M. I., Soepeno, D., & Raintung., M. C. (2021). Pengaruh kualitas produk, harga dan celebrity endorser terhadap keputusan pembelian produk kosmetik wardah pada mahasiswi fakultas ekonomi dan bisnis Universitas Sam Ratulangi Manado. Jurnal riset Ekonomi, Manajemen, Bisnis dan akuntansi, 10(1), 973–983. https://ejournal.unsrat.ac.id/index.php/emba/article/view/38560
Nasution, M. A. (2019). Pengaruh harga dan kualitas produk alat kesehatan terhadap keputusan pembelian konsumen pada pt. Dyza sejahtera Medan. Jurnal Warta, 59.
Perreault, W. D., & Cannon, J. P. (2008). Basic Marketing: A Marketing Strategy Planning Approach. McGraw-Hill/Irwin.
Peter, J. P., & Olson, J. C. (2005). Consumer Behaviour and Marketing Strategy (7th ed.). McGraw-Hill.
Renaldi, R., & Arnu, A. P. (2022). The role of sales promotion and brand image in Gen Z's decision to choose OVO. Journal of Economic, Management, Accounting and Technology, 5 (2), 131–145.
https://ojs.unsiq.ac.id/index.php/jematech/article/view/1895/1889
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behaviour (5th ed.). Prentice-Hall Inc.
Tenenhaus, M., Amato, S. and Vinzi, V.E. (2004). A global goodness-of-fit index for PLS Structural Equation Modelling. Proceedings of the XLII SIS Scientific Meeting, 1, 739-742.
Tjiptono, F. (2013). Service Management. Publisher Andi.
Tjiptono, F., Chandra, G., & Adriana, D. (2008). Pemasaran Strategik. Andi.
Yulianty, Y., Setyawan, O., & Indrastuti, S. (2021). Pengaruh kualitas produk, harga, promosi dan citra merek terhadap keputusan pembelian kosmetik lipstik merek wardah di Kota Pekanbaru. Jurnal Akuntansi, Kewirausahaan Dan Bisnis, 6(2), 142–155. https://doi.org/10.35145/kurs.v6i2.1819
Published
How to Cite
Issue
Section
Copyright (c) 2023 Khurun'in Zahro', Mulyono Jamal, Adlin Masood, Nurul Adila Hasbullah, Norfhadzilahwati Rahim, Yassinta Fitria Ramadhanty
This work is licensed under a Creative Commons Attribution 4.0 International License.
