CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL INFLUENCE ON COSMETIC PURCHASING DECISIONS  WITH HALAL AWARENESS AS MODERATING VARIABLES

NIDA ELFIYANTI NIDA; NOVI MUBYARTO; DARMA PUTRA

Authors

NIDA ELFIYANTI NIDA Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi
NOVI MUBYARTO Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi
DARMA PUTRA Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi

Keywords:

Culture, Social, Personal, Psychological, Buying decision, Halal Awareness

Abstract

This research aims to examine cultural, social, personal and psychological influences on purchasing decisions with awareness as a moderating variable. This research is quantitative research, the population of this research is the Muslim community of Jambi City with a sample of 100 respondents. Sampling was carried out using the Non-Probability Sampling technique, the sampling technique in this research was accidental sampling. Data analysis in this research uses the SmartPLS method. The results of this research are (1) Cultural, Social, Personal, Psychological and Halal Awareness have a significant effect on Purchasing Decisions (2) Halal Awareness plays a good role or strengthens the moderating effect between Cultural variables on Purchasing Decisions (3) Halal Awareness does not play a good role or weakens it. moderating effect between Social, Personal and Psychological variables on Purchasing Decisions. The conclusion of this research is that regarding halal cosmetics, the safety of a product's contents is the main indicator of the use of cosmetics, but this does not mean that the people of Jambi City who are Muslim are aware of halal.

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