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ANALISIS PENGARUH ATTITUDE TOWARDS HALAL,

HALAL KNOWLEDGE, DAN HALAL QUALITY TERHADAP

PURCHASE INTENTION : TELAAH PADA CALON KONSUMEN

SAFI HALAL SKIN CARE

SKRIPSI

Diajukan sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi (S.E.)

Annisa Rafa’ Aryani

00000009336

PROGRAM STUDI MANAJEMEN

FAKULTAS BISNIS

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Analisis pengaruh attitude..., Annisa Rafa' Aryani, FB UMN, 2019

ANALYSIS THE INFLUENCE OF ATTITUDE TOWARDS HALAL,

HALAL KNOWLEDGE, AND HALAL QUALITY ON PURCHASE

INTENTION : REVIEW ON POTENTIAL CONSUMERS SAFI

HALAL SKIN CARE

THESIS

It was proposed as one of the conditions to obtain a Bachelor of Economics (S.E.)

Annisa Rafa’ Aryani

00000009336

MANAGEMENT STUDY PROGRAM

FACULTY OF BUSINESS

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019


ii

INSPIRING QUOTES

“IF SOMETHING IS

DESTINED FOR YOU,

NEVER IN MILLION

YEARS IT WILL BE

SOMEBODY ELSE.”


iv

ABSTRAK

Pertumbuhan pemeluk agama Islam di dunia mengalami peningkatan yang

signifikan. Indonesia adalah salah satu negara yang memiliki populasi penduduk dimana

mayoritas beragama Islam. Potensi pasar pada bidang industri halal di Indonesia

menjadi peluang yang sangat bagus. Tingginya tingkat permintaan produk halal

terutama pada makanan, minuman, serta kosmetik membuat para pelaku industri tertarik

untuk masuk ke dalam pasar halal di Indonesia. Saat ini, industri halal pada produk

kecantikan menjadi fenomena sedang banyak diperbincangkan dan memiliki daya tarik

luar biasa bagi para pelaku industri produk kecantikan. Safi adalah salah satu brand skin

care halal yang berasal dari Malaysia. Safi hadir di Indonesia sebagai skin care halal

pertama di Indonesia yang halal, natural, dan teruji. Safi memenuhi kebutuhan

perempuan – perempuan Indonesia untuk menjadi lebih baik dalam melakukan

perawatan kulit wajah.

Tujuan pada penelitian ini adalah untuk mengetahui pengaruh attitude towards

halal, halal knowledge, dan halal quality terhadap purchase intention pada produk halal

skin care. Penelitian ini menggunakan desain penelitian deskirptif dengan metode non

probability sampling dengan teknik judgemental sampling. Peneliti memperoleh data

dari 129 responden yang kemudian di olah menggunakan metode Structural Equation

Modelling (SEM) dengan software LISREL versi 8.8. Kriteria responden dalam

peenlitian ini adalah wanita yang berusia 17 – 40 tahun, pernah menggunakan produk

kecantikan halal sebelumnya, mengetahui brand Safi, mengetahui Safi adalah produk

halal skin care, dan belum pernah membeli produk Safi. Pada penelitian ini memiliki 5

hipotesis dan 4 variabel penelitian.

Hasil dari penelitian ini menemukan bahwa terdapat hubungan positif antara

attitude towards halal terhadap purchase intention dan halal quality terhadap attitude

towards halal. Tetapi, tidak ditemukan hubungan positif antara halal knowledge

terhadap purchase intention, halal knowledge terhadap attitude towards halal, dan halal

quality terhadap purchase intention.

Kata kunci : attitude towards halal, halal knowledge, halal quality, purchase intention,

halal skin care


v

ABSTRACT

The growth of Muslims in the world a significant increase. Indonesia is one of

the countries that has a population where the majority are Muslim. The market potential

in the halal industry in Indonesia is a very good oppurtunity. The high level of demand

for halal products, especially in food, beverages and cosmetics, has made industry

players interested in entering the halal market in Indonesia. At present, the halal

industry in beauty products ia phenomenon that is being widely discussed and has

extraordinary appeal for the beauty products industry. Safi is one of the halal skin care

brands from Malaysia. Safi is present in Indonesia as the first halal sin care in Indonesia

that is halal, natural, and tested. Safi meets the needs of Indonesian woman to be better

at performing facial skin care.

The purpose of this study was to determine the effect of attitude towards halal,

halal knowledge, halal quality on purchase intention halal skin care products. This study

used descriptive researchs design with non probability sampling method with

judgemental sampling techniques. The researcher obtained data from 129 respondents

who were the processed using the Structural Equation Modeling (SEM) method with

LISREL software version 8.8. The criteria of respondents in this study were woman

aged 17 – 40 years, used halal beauty products before, knew the Safi brand, knew Safi is

a halal skin care products, and never bought Safi products. This study has 5 hypoteses

and 4 research variables.

The results of this study found that there is a positive relationship between the

attitude towards halal on purchase intention, and halal quality on attitude towards halla.

However, there is no positive relationship between halal knowledge on purchase

intention, halal knowledge on attitude towards halal, and halal quality on purchase

intention.

Keywords : attitude towards halal, halal knowledge, halal quality, purchase intention,

halal skin care


vi

KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas segala

rahmatNya sehingga peneliti dapat menyusun dan menyelesaikan laporan skripsi

sebagai tugas akhir dengan baik dan tepat waktu. Skripsi ini berjudul “Analisis

Pengaruh Attitude Towards Halal, Halal Knowledge, dan Halal Quality Terhadap

Purchase Intention : Telaah Pada Calon Konsumen Safi Halal Skin Care” yang

merupakan salah satu persyaratan penulis untuk menyelesaikan pendidikan Strata 1

program studi Manajemen di Universitas Multimedia Nusantara.

Skripsi yang telah penulis susun diharapkan dapat memberikan kontribusi yang

bermanfaat bagi dunia praktis, akademis, dan masyarakat umum. Penulis menyadari

bahwa skripsi ini tidak dapat diselesaikan dengan baik tanpa adanya bantuan dan

dukungan dari berbagai pihak. Oleh karena itu, penulis mengucapkan terima kasih

sebesar-besarnya kepada seluruh pihak yang telah terlibat dengan penulis selama

menyelesaikan penelitian ini. Dalam kesempatan ini, penulis ingin mengucapkan terima

kasih khususnya kepada:

1. Kedua orang tua penulis yang selalu mendukung dan memberikan doa kepada

penulis dari awal proses pembuatan skripsi hingga dapat menyelesaikan skripsi

sebagai tugas akhir dengan baik.

2. Bapak Boby Arinto, S.E., M.M. selaku dosen pembimbing penulis yang selalu

bersedia meluangkan waktu dan mendukung penulis selama proses penyusunan

serta selalu memberikan motivasi agar dapat terselesaikan dengan baik.

3. Ibu Purnamaningsih, S.E., M.S.M. selaku ketua siding skripsi penulis yang telah

memberikan saran dan masukan yang baik kepada penulis untuk

menyempurnakan skripsi ini.

4. Bapak Trihadi Pudiawan Erhan, S.E., M.S.E. selaku dosen penguji yang telah

memberikan saran dan masukan yang baik kepada penulis untuk

menyempurnakan skripsi ini.

5. Bapak Mohammad Annas, S.Tr.Par., M.M., CSCP selaku Ketua Program Studi

Manajemen yang telah menyetujui skripsi ini.


viii

DAFTAR ISI

LEMBAR PENGESAHAN LAPORAN SKRIPSI ........................................................... i

INSPIRING QUOTES ...................................................................................................... ii

PERNYATAAN ORISINALITAS SKRIPSI .................................................................. iii

ABSTRAK ...................................................................................................................... iv

ABSTRACT ..................................................................................................................... v

KATA PENGANTAR ..................................................................................................... vi

DAFTAR ISI ................................................................................................................. viii

DAFTAR GAMBAR ...................................................................................................... xii

DAFTAR TABEL ......................................................................................................... xiv

BAB I ................................................................................................................................ 1

PENDAHULUAN ............................................................................................................ 1

1.1 Latar Belakang ........................................................................................................ 1

1.2 Rumusan Masalah dan Pertanyaan Penelitian ...................................................... 13

1.3 Tujuan Penelitian .................................................................................................. 15

1.4 Batasan Penelitian ................................................................................................. 16

1.5 Manfaat Penelitian ................................................................................................ 16

1.5.1 Manfaat Akademis ......................................................................................... 16

1.5.2 Manfaat Praktis .............................................................................................. 16

1.6 Sistematika Penulisan ........................................................................................... 17

BAB II ............................................................................................................................ 19

LANDASAN TEORI ..................................................................................................... 19

2.1 Tinjauan Literatur ................................................................................................. 19

2.1.1 Halal Concept ................................................................................................. 19

2.1.2 Sertifikasi Halal Majelis Ulama Indonesia (MUI) ......................................... 20

2.1.3 Halal Knowledge ............................................................................................ 25

2.1.4 Halal Quality .................................................................................................. 26


ix

2.1.5 Attitude Towards Halal .................................................................................. 28

2.1.6 Purchase Intention .......................................................................................... 29

2.2 Pengembangan Hipotesis ...................................................................................... 30

2.2.1 Pengaruh attitude towards halal terhadap purchase intention ....................... 30

2.2.2 Pengaruh halal knowledge terhadap purchase intention ................................ 31

2.2.3 Pengaruh halal knowledge terhadap attitude towards halal ........................... 32

2.2.4 Pengaruh halal quality terhadap purchase intention ....................................... 32

2.2.5 Pengaruh halal quality terhadap attitude towards halal .................................. 33

2.3 Model Penelitian ................................................................................................... 33

2.4 Penelitian Terdahulu ............................................................................................. 34

BAB III ........................................................................................................................... 39

METODOLOGI PENELITIAN ..................................................................................... 39

3.1 Gambaran Umum Objek Penelitian ...................................................................... 39

3.2 Desain Penelitian .................................................................................................. 43

3.3 Ruang Lingkup Penelitian .................................................................................... 45

3.3.1 Target Populasi ............................................................................................... 46

3.3.2 Sampling Frame ............................................................................................. 48

3.3.3 Sampling Technique ....................................................................................... 48

3.3.4 Sampling Size ................................................................................................. 50

3.3.5 Sampling Process ........................................................................................... 50

3.4 Identifikasi Variabel Penelitian ............................................................................ 52

3.4.1 Variabel Eksogen ........................................................................................... 52

3.4.2 Variabel Endogen ........................................................................................... 53

3.4.3 Variabel Teramati ........................................................................................... 53

3.5 Definisi Operasional ............................................................................................. 54

3.6 Teknik Analisis ..................................................................................................... 57

3.6.1 Uji Instrumen.................................................................................................. 57

3.6.2 Structural Equation Modeling (SEM) ............................................................ 59


x

BAB IV ........................................................................................................................... 67

ANALISIS DAN PEMBAHASAN ................................................................................ 67

4.1 Deskripsi Hasil Penelitian ..................................................................................... 67

4.1.1 Deskripsi Profil Responden ............................................................................ 67

4.1.2 Analisis Deskriptif.......................................................................................... 71

4.2 Uji Instrumen ........................................................................................................ 77

4.2.1 Uji Validitas Pre-test ...................................................................................... 77

4.2.2 Uji Reliabilitas Pre-test .................................................................................. 78

4.3 Kecocokan Model pengukuran ............................................................................. 80

4.3.1 Attitude Towards Halal .................................................................................. 83

4.3.2 Halal Knowledge ............................................................................................ 84

4.3.3 Halal Quality .................................................................................................. 86

4.3.4 Purchase Intention .......................................................................................... 88

4.4 Kecocokan Model Struktural ................................................................................ 91

4.5 Uji Hipotesis ......................................................................................................... 92

4.6 Intrepretasi Hasil ................................................................................................... 95

4.6.1 Pengaruh Attitude Towards Halal terhadap Purchase Intention .................... 96

4.6.2 Pengaruh Halal Knowledge terhadap Purchase Intention .............................. 96

4.6.3 Pengaruh Halal Knowledge terhadap Attitude Towards Halal ...................... 97

4.6.4 Pengaruh Halal Quality terhadap Purchase Intention .................................... 97

4.6.5 Pengaruh Halal Quality terhadap Attitude Towards Halal............................. 98

4.7 Implikasi Manajerial ............................................................................................. 98

4.7.1 Upaya Meningkatkan Halal Quality untuk Meningkatkan Attitude Towards

Halal ........................................................................................................................ 99

4.7.2 Upaya Meningkatkan Attitude Towards Halal untuk Meningkatkan Purchase

Intention ................................................................................................................ 101

BAB V .......................................................................................................................... 105

KESIMPULAN DAN SARAN .................................................................................... 105


xi

5.1 Kesimpulan ......................................................................................................... 105

5.2 Saran ................................................................................................................... 107

5.2.1 Saran untuk Perusahaan ............................................................................... 108

5.2.2 Saran untuk Penelitian Selanjutnya .............................................................. 110

DAFTAR PUSTAKA ................................................................................................... 112

LAMPIRAN ................................................................................................................. 118

LAMPIRAN A : Attitude Towards Halal (ATH) ..................................................... 119

LAMPIRAN B : Halal Knowledge (HK) ................................................................. 121

LAMPIRAN C : Halal Quality (HQ) ........................................................................ 123

LAMPIRAN D : Purchase Intention (PI) ................................................................. 125

LAMPIRAN E : Output Measurement Model .......................................................... 127

LAMPIRAN F : Output Structural Model ................................................................ 132

LAMPIRAN G : KUISIONER PENELITIAN ......................................................... 138


xii

DAFTAR GAMBAR

Gambar 1.1 The Future of World Religions: .................................................................... 1

Gambar 1.2 Populasi Muslim di Indonesia ...................................................................... 2

Gambar 1.3 The Global Islamic Economy Indicator ........................................................ 4

Gambar 1.4 The Global Islamic economy Indicator (GIEI) ............................................. 5

Gambar 1.5 Halal Beauty Market ..................................................................................... 7

Gambar 1.6 Halal Cosmetic Perception ........................................................................... 8

Gambar 1.7 Logo Safi ...................................................................................................... 9

Gambar 1.8 Safi White Natural ...................................................................................... 11

Gambar 1.9 Safi White Expert ....................................................................................... 11

Gambar 1.10 Safi Age Defy ........................................................................................... 12

Gambar 2.1 Proses Sertifikasi Halal ............................................................................... 24

Gambar 2.2 Model Penelitian ......................................................................................... 34

Gambar 3.1 Logo Safi .................................................................................................... 40

Gambar 3.2 Safi White Natural ...................................................................................... 41

Gambar 3.3 Safi White Expert ....................................................................................... 42

Gambar 3.4 Safi Age Defy ............................................................................................. 42

Gambar 3.5 Jenis Desain Penelitian ............................................................................... 45

Gambar 3.6 Sampling Design Proces ............................................................................. 46

Gambar 3.7 Sampling Techniques.................................................................................. 49

Gambar 3.8 Variabel Eksogen ........................................................................................ 53

Gambar 3.9 Tahapan-Tahapan SEM .............................................................................. 61

Gambar 3.10 Rumus Evaluasi Reliabilitas ..................................................................... 63

Gambar 3. 11 One Tailed Test....................................................................................... 65

Gambar 4.1 Profil Responden Berdasarkan Usia ........................................................... 67

Gambar 4.2 Profil Responden Berdasarkan Merek Produk ........................................... 68

Gambar 4.3 Budget Membeli Skin Care dalam Sebulan ................................................ 69

Gambar 4.4 Profil Responden Berdasarkan Domisili .................................................... 70

Gambar 4.5 Model Pengukuran Path Diagram T-Value ................................................ 81

Gambar 4.6 Model Pengukuran Path Diagram Standardized Loading Factor ............... 82


xiii

Gambar 4.7 Path Diagram t-value Variabel Attitude Towards Halal............................. 83

Gambar 4.8 Path Diagram Standardized Loading Factor Variabel Attitude Towards

Halal ............................................................................................................................... 83

Gambar 4.9 Path Diagram t-value Variabel Halal Knowledge ...................................... 84

Gambar 4.10 Path Diagram Standardized Loading Factor Variabel Halal Knowledge . 85

Gambar 4.11 Path Diagram t-value Variabel Halal Quality ........................................... 86

Gambar 4.12 Path Diagram Standardized Loading Factor Variabel Halal Quality ....... 86

Gambar 4.13 Path Diagram t-value Variabel Purchase Intention .................................. 88

Gambar 4.14 Path Diagram Standardized Loading Factor Variabel Purchase Intention 88

Gambar 4.15 Path Diagram t-value Structural Model .................................................... 92

Gambar 4.16 Ilustrasi Video Tour Safi Research Institute ........................................... 101

Gambar 4.17 Ilustrasi Workshop Safi .......................................................................... 102

Gambar 4.18 Ilustrasi Promo Bundling Produk Safi .................................................... 103

Gambar 4.19 Ilustrasi Poster Kajian Islam ................................................................... 104


xiv

DAFTAR TABEL

Tabel 3.1 Tabel Operasional Penelitian .......................................................................... 54

Tabel 3.2 Uji Validitas ................................................................................................... 57

Tabel 3.3 Kecocokan Uji Model Struktural Berbagai Kondisi Goodness of Fit ............ 66

Tabel 4. 1 Kategori Mean dari Skor Interval .................................................................. 71

Tabel 4.2 Penilaian Responden Terhadap Variabel Attitude Towards Halal ................. 72

Tabel 4.3 Penilaian Responden Berdasarkan Variabel Halal Knowledge...................... 73

Tabel 4.4 Penilaian Responden Terhadap Variabel Halal Quality ................................. 74

Tabel 4.5 Penilaian Responden Terhadap Variabel Purchase Intention ......................... 75

Tabel 4.6 Hasil Uji Validitas .......................................................................................... 77

Tabel 4.7 Hasil Uji Reliabilitas Pre-test ......................................................................... 79

Tabel 4.8 Analisis Reliabilitas Variabel Attitude Towards Halal .................................. 84

Tabel 4.9 Analisis Reliabilitas Variabel Halal Knowledge ............................................ 85

Tabel 4.10 Analisis Reliabilitas Variabel Halal Quality ................................................ 87

Tabel 4.11 Analisis Reliabilitas Variabel Purchase Intention ........................................ 89

Tabel 4.12 Hasil Uji Validitas Test Keseluruhan Variabel ............................................ 89

Tabel 4.13 Uji Reliabilitas Test Keseluruhan Variabel .................................................. 90

Tabel 4.14 Hasil Kecocokan Goodness of fit ................................................................. 91

Tabel 4.15 Hasil Uji Hipotesis ....................................................................................... 93


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