PENGARUH PENGETAHUAN DAN RELIGIUSITAS TERHADAP MINAT BELI DENGAN SIKAP KONSUMEN SEBAGAI VARIABEL MEDIASI (Studi pada Pengguna Kosmetik Wardah di Yogyakarta)

Tegar Pangesti Mahardika,

 10.21831/jim.v16i2.34766

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh Pengetahuan dan Religiusitas terhadap Minat Beli dengan Sikap Konsumen sebagai variabel mediasi. Penelitian ini merupakan penelitian asosiatif kausal dengan menggunakan pendekatan kuantitatif. Sampel pada penelitian ini adalah wanita yang berdomisili di Yogyakarta yang menggunakan kosmetik Wardah. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 132 orang. Teknik pengumpulan data menggunakan kuesioner online yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan untuk menjawab hipotesis adalah analisis jalur (path) dengan bantuan regresi sederhana dan uji sobel. Hasil penelitian ini menunjukkan bahwa: (1) pengetahuan berpengaruh positif terhadap sikap konsumen; (2) religiusitas berpengaruh positif terhadap sikap konsumen; (3) pengetahuan berpengaruh positif terhadap minat beli; (4) religiusitas berpengaruh positif terhadap minat beli; (5) sikap konsumen berpengaruh positif terhadap minat beli; (6) pengetahuan dan religiusitas berpengaruh positif terhadap minat beli dengan sikap konsumen sebagai variabel mediasi.


Keywords


Pengetahuan, Religiusitas; Sikap Konsumen; Minat Beli; Kosmetik Halal

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DOI: https://doi.org/10.21831/jim.v16i2.34766

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