ANALISIS KESADARAN HALAL SEBAGAI VARIABEL INTERVENING PADA PENGARUH SERTIFIKASI HALAL TERHADAP MINAT BELI KOSMETIK HALAL WARDAH DI KABUPATEN PEMALANG

Abstract

Halal products play an important role in increasing the domestic market in line with the trend of people who pay attention to cosmetic products as a primary need, with this trend there is an increase in demand for halal cosmetics. One of the cosmetics that has LPPOM MUI halal certification is Wardah. Pemalang, with a higher percentage of the female population, has a fairly high level of buying interest in Wardah cosmetics. Wardah is in demand because of its halal factors, with the halal certification that Wardah pocketed, it has become a special attraction for consumers to have an interest in buying Wardah products. This study aims to determine the effect of halal certification on the interest in buying Wardah halal cosmetics in Pemalang through halal awareness as an intervening variable. This research is a descriptive and causal study with a quantitative approach using path analysis data analysis techniques. Sampling was done by using the incidental sampling method. There are 100 respondents who are residents of Pemalang  and have an interest in buying Wardah halal cosmetic products. The results of the descriptive analysis, halal certification is in the very good category with an average score of 85.89%, buying interest is in the good category with an average percentage of 80.49%, and halal awareness is in the good category with an average percentage of 81.64. %. The results of the path analysis, the direct effect given by halal certification on buying interest is 30% and the indirect effect provided through halal awareness is 44.5%.