BAURAN PEMASARAN DAN MINAT BELI KONSUMEN PRODUK KOSMETIK WARDAH DALAM PRESPEKTIF ISLAM
Abstract
Tujuan penelitian ini adalah untuk menguji bagaimana bauran pemasaran syariah berpengaruh terhadap minat beli konsumen kosmetik Wardah. Sampel penelitian menggunakan sebanyak 106 konsumen yang pernah membeli produk kosmetik Wardah dengan menggunakan kuesioner. Sampel penelitian diambil dengan purpossive sampling yang terdiri dari konsumen yang pernah dan masih menggunakan produk kosmetik Wardah. Data diolah dengan menggunakan tekhnik regresi berganda untuk menganalisis pengaruh sebab akibat antara variabel bauran pemasaran dan minat beli konsumen produk kosmetik Wardah. Hasil uji hipotesis menyatakan bahwa keseluruhan hipotesis memperoleh dukungan, yang berarti bauran pemasaran Syariah berpengaruh positif terhadap minat beli konsumen kosmetik Wardah. Implikasi praktis hasil penelitian ini menyatakan bahwa pemasar dapat mempertimbangkan konsep bauran pemasaran untuk mendukung peningkatan minat beli konsumen pada produk kosmetik halal seperti kosmetik Wardah.
References
[1]. Agusli, D., & Kunto Sondang, Y. (2013). Analisa Pengaruh Dimensi Ekuitas Merek Terhadap Minat Beli Konsumen Midtown Hotel Surabaya. Jurnal Manajemen Pemasaran Petra, 1 (2)(2), 1–8.
[2]. Astuti, E. N. K. dan B. (2013). Analisis Pengaruh Komponen Pembentuk Ekuitas Merek terhadap Minat Beli. Isbn: 978=979-636-147-2, 458–466.
[3]. Bastaman, A. (2019). Exploratory Analysis of Halal Hotel Service (Based on practices of Halal hotels in three countries). https://doi.org/10.2991/icoi-19.2019.13
[4]. Boo, Soyoung; Park, E. (2019). Locals’ Experiences of Hotel Special Event Packages and their Purchase Intention of Hotel Room Nights. Event Management, 23, 287-301(15). https://doi.org/https://doi.org/10.3727/152599518X15403853721439
[5]. Cooper, D. R. and P. S. S. (2014). Business Research Methods (12th ed.). The McGraw− Hill Companies.
[6]. El-Bassiouny, N. M., Wilson, J. A. J., & Esmat, S. (2017). An Islamic macromarketing perspective on sustainability. Journal of Islamic Marketing, 8(2), 187–203. https://doi.org/10.1108/JIMA-09-2015-0069
[7]. Floren, J., Rasul, T., & Gani, A. (2019). Islamic marketing and consumer behaviour: a systematic literature review. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-05-2019-0100
[8]. Gunara, T. and U. H. S. (2008). Marketing Muhammad saw.: Stategi Andal dan Jitu Praktik Bisnis Nabi Muhammad saw. Bandung: Madani Prima.
[9]. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). Partial least squares structural equation modeling (PLS-SEM). Sage Publisher, (June 2016), 1–329. https://doi.org/10.1108/EBR-10-2013-0128
[10]. Haque, A., Chowdhury, N., Yasmin, F., & Tarofder, A. K. (2018). Factors Impacting Purchase Intention toward Shariah Compliant Hotels : An Empirical Investigation on Muslim Consumers ’ Hotel Patronizing Behaviour. 15th International Conference on Business Management, 743–760.
[11]. Hasan, A. (2009). Manajemen Bisnis Syariah. Yogyakarta: Pustaka Pelajar.
[12]. Irama, dede, & Abror. (2019). The Effect of Service Quality, Halal Tourism on Brand Image of Hotels in Padang. https://doi.org/10.2991/piceeba-19.2019.62
[13]. Khairawati, S. (2018). Bagaimana Konstruksi Program Marketing Mix Produk-Produk Halal ? In jurnalhamfara.ac.id. Retrieved from http://jurnalhamfara.ac.id/index.php/attauzi/article/view/11
[14]. Kotler, Philip , Gary Armstrong, Harker, M., A., & Brennan, R. (1990). Marketing: An Introduction (vol 1). Englewood Cliffs, Nj: Prentice-Hall.
[15]. Kotler, P. and G. A. (2016). Principles of Marketing (16th ed.). Pearson.
[16]. Maltio, M., & Wardi, Y. (2019). The Influence Marketing Mix, Islamic Tourism and satisfaction to Visitor Loyalty: A Literature Review. https://doi.org/10.2991/piceeba2-18.2019.16
[17]. Nosika, E., & Setyo Rukmi, H. (2016). Usulan Strategi Pemasaran Produk Donat Madu Berdasarkan Preferensi Dan Persepsi Konsumen. Jurnal Online Institut Teknologi NasionalJurnal Online Institut Teknologi Nasional, 4(2), 80–90.
[18]. Nurcholifah, I. (2014). Strategi Marketing Mix Dalam Perspektif Syariah. Jurnal Khatulistiwa – Journal Of Islamic Studies, 4(1), 73–86.
[19]. Pratiwi, R., & Agung, U. S. (2020). Sharia marketing mix terhadap minat menginap kembali di hotel grasia semarang. VIII(1), 27–33.
[20]. Saputro, A., & Sugiharto, S. (2018). Pengaruh Digital Marketing Dan Brand Ambassador Dalam Membentuk Brand Identity Sebagai Variabel Intervensi Terhadap Purchase Intention Pada Produk Markobar. Jurnal Strategi Pemasaran, 5(2), 1–8. Retrieved from http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/7087/6437
[21]. Setyono, L., Kusumawati, A., Mawardi, M. K., Kunci, K., Marketing, I., Perusahaan, C., … Nasabah, L. (2015). THE EFFECT OF ISLAMIC MARKETING AND CORPORATE IMAGE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY (Study on Customers of PT Bank Muamalat Indonesia Malang Branch Office). Jurnal Administrasi Bisnis, 27(1).
[22]. Sulaiman, A., & Hindardjo, A. (2019). The Effect Of The Sharia Marketing Mix On Tourist Satisfaction After Earthquake In North Lombok Regency. Jurnal Ekonomi Dan Perbankan Syariah, 7(1), 37–52. Retrieved from http://jurnal.sebi.ac.id/index.php/jeps/article/view/98
[23]. Sutanto, Herry and Khaerul, U. (2013). Manajemen Pemasaran Bank Syariah. Bandung: Pustaka Setia.
[24]. Syed Ali Hussnain, B., & Ali Hussnain, S. (2011). What Is Islamic Marketing. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc, 11.
[25]. Tjiptono, F. (2002). Strategy Pemasaran. Yogyakarta: Andi offset.
[26]. Usman, H., Sobari, N., & Sari, L. E. (2019). Sharia motivation in Muslim tourism definition, is it matter? Journal of Islamic Marketing, 10(3), 709–723. https://doi.org/10.1108/JIMA-01-2018-0015
[27]. Utami, S. (2017). Pengaruh persepsi kualitas, harga, dan islamic branding terhadap minat beli produk kosmetik halal. Skripsi.
[28]. Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426–436. https://doi.org/10.1016/j.jclepro.2018.01.250
[2]. Astuti, E. N. K. dan B. (2013). Analisis Pengaruh Komponen Pembentuk Ekuitas Merek terhadap Minat Beli. Isbn: 978=979-636-147-2, 458–466.
[3]. Bastaman, A. (2019). Exploratory Analysis of Halal Hotel Service (Based on practices of Halal hotels in three countries). https://doi.org/10.2991/icoi-19.2019.13
[4]. Boo, Soyoung; Park, E. (2019). Locals’ Experiences of Hotel Special Event Packages and their Purchase Intention of Hotel Room Nights. Event Management, 23, 287-301(15). https://doi.org/https://doi.org/10.3727/152599518X15403853721439
[5]. Cooper, D. R. and P. S. S. (2014). Business Research Methods (12th ed.). The McGraw− Hill Companies.
[6]. El-Bassiouny, N. M., Wilson, J. A. J., & Esmat, S. (2017). An Islamic macromarketing perspective on sustainability. Journal of Islamic Marketing, 8(2), 187–203. https://doi.org/10.1108/JIMA-09-2015-0069
[7]. Floren, J., Rasul, T., & Gani, A. (2019). Islamic marketing and consumer behaviour: a systematic literature review. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-05-2019-0100
[8]. Gunara, T. and U. H. S. (2008). Marketing Muhammad saw.: Stategi Andal dan Jitu Praktik Bisnis Nabi Muhammad saw. Bandung: Madani Prima.
[9]. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). Partial least squares structural equation modeling (PLS-SEM). Sage Publisher, (June 2016), 1–329. https://doi.org/10.1108/EBR-10-2013-0128
[10]. Haque, A., Chowdhury, N., Yasmin, F., & Tarofder, A. K. (2018). Factors Impacting Purchase Intention toward Shariah Compliant Hotels : An Empirical Investigation on Muslim Consumers ’ Hotel Patronizing Behaviour. 15th International Conference on Business Management, 743–760.
[11]. Hasan, A. (2009). Manajemen Bisnis Syariah. Yogyakarta: Pustaka Pelajar.
[12]. Irama, dede, & Abror. (2019). The Effect of Service Quality, Halal Tourism on Brand Image of Hotels in Padang. https://doi.org/10.2991/piceeba-19.2019.62
[13]. Khairawati, S. (2018). Bagaimana Konstruksi Program Marketing Mix Produk-Produk Halal ? In jurnalhamfara.ac.id. Retrieved from http://jurnalhamfara.ac.id/index.php/attauzi/article/view/11
[14]. Kotler, Philip , Gary Armstrong, Harker, M., A., & Brennan, R. (1990). Marketing: An Introduction (vol 1). Englewood Cliffs, Nj: Prentice-Hall.
[15]. Kotler, P. and G. A. (2016). Principles of Marketing (16th ed.). Pearson.
[16]. Maltio, M., & Wardi, Y. (2019). The Influence Marketing Mix, Islamic Tourism and satisfaction to Visitor Loyalty: A Literature Review. https://doi.org/10.2991/piceeba2-18.2019.16
[17]. Nosika, E., & Setyo Rukmi, H. (2016). Usulan Strategi Pemasaran Produk Donat Madu Berdasarkan Preferensi Dan Persepsi Konsumen. Jurnal Online Institut Teknologi NasionalJurnal Online Institut Teknologi Nasional, 4(2), 80–90.
[18]. Nurcholifah, I. (2014). Strategi Marketing Mix Dalam Perspektif Syariah. Jurnal Khatulistiwa – Journal Of Islamic Studies, 4(1), 73–86.
[19]. Pratiwi, R., & Agung, U. S. (2020). Sharia marketing mix terhadap minat menginap kembali di hotel grasia semarang. VIII(1), 27–33.
[20]. Saputro, A., & Sugiharto, S. (2018). Pengaruh Digital Marketing Dan Brand Ambassador Dalam Membentuk Brand Identity Sebagai Variabel Intervensi Terhadap Purchase Intention Pada Produk Markobar. Jurnal Strategi Pemasaran, 5(2), 1–8. Retrieved from http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/7087/6437
[21]. Setyono, L., Kusumawati, A., Mawardi, M. K., Kunci, K., Marketing, I., Perusahaan, C., … Nasabah, L. (2015). THE EFFECT OF ISLAMIC MARKETING AND CORPORATE IMAGE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY (Study on Customers of PT Bank Muamalat Indonesia Malang Branch Office). Jurnal Administrasi Bisnis, 27(1).
[22]. Sulaiman, A., & Hindardjo, A. (2019). The Effect Of The Sharia Marketing Mix On Tourist Satisfaction After Earthquake In North Lombok Regency. Jurnal Ekonomi Dan Perbankan Syariah, 7(1), 37–52. Retrieved from http://jurnal.sebi.ac.id/index.php/jeps/article/view/98
[23]. Sutanto, Herry and Khaerul, U. (2013). Manajemen Pemasaran Bank Syariah. Bandung: Pustaka Setia.
[24]. Syed Ali Hussnain, B., & Ali Hussnain, S. (2011). What Is Islamic Marketing. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc, 11.
[25]. Tjiptono, F. (2002). Strategy Pemasaran. Yogyakarta: Andi offset.
[26]. Usman, H., Sobari, N., & Sari, L. E. (2019). Sharia motivation in Muslim tourism definition, is it matter? Journal of Islamic Marketing, 10(3), 709–723. https://doi.org/10.1108/JIMA-01-2018-0015
[27]. Utami, S. (2017). Pengaruh persepsi kualitas, harga, dan islamic branding terhadap minat beli produk kosmetik halal. Skripsi.
[28]. Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426–436. https://doi.org/10.1016/j.jclepro.2018.01.250
Published
2020-08-10
How to Cite
Azizuddin, I., Maksum, I., & Fikriah, N. L. (2020). BAURAN PEMASARAN DAN MINAT BELI KONSUMEN PRODUK KOSMETIK WARDAH DALAM PRESPEKTIF ISLAM. Journal of Industrial Engineering & Management Research, 1(2), 111-123. https://doi.org/10.7777/jiemar.v1i2.45
Section
Articles
