PENGARUH RELIGIUSITAS, SIKAP, DAN NORMA SUBJEKTIF TERHADAP NIAT BELI PRODUK WARDAH BERLABEL HALAL

Abstract

This study aims to determine the purchase intention of halal-labeled wardah products in Bukittinggi City. This empirical study was conducted to analyze the relationship of religiosity, attitudes, and subjective norms to the purchase intention of halal-labeled wardah products. Quantitative analysis techniques were used to test three hypoteses through a survey using five-points Likert scale. The population in this study is the people of Bukittinggi City who intend to buy wardah products labeled halal with a total sample of 80 people. The sampling technique is purposive sampling. The type of data is primary data through the distirbution of questionnaires. Data analysis methos using Partial Least Square (PLS) test. The result of the study found that religiosity and attitude partially had a positive effect on the purchaase intention of wardah products labeled halal, while subjective norms had no effect on intention to buy wardah products labeled halal.