The Influence of Brand Awareness, the Knowledge and Halal Label on Purchase Decisions of Cosmetics Emina through to Reference Group as a ...
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International Journal of Research and Review
Vol.8; Issue: 1; January 2021
Website: www.ijrrjournal.com
Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237
The Influence of Brand Awareness, the Knowledge
and Halal Label on Purchase Decisions of Cosmetics
Emina through to Reference Group as a Moderating
Variable on the Generation Y and Generation Z in
the City of Medan
Atika Ramadhani1, Amrin Fauzi2, Yeni Absah3
1
Postgraduate Students Department of Management, Faculty of Economics and Business at University of
Sumatera Utara, Indonesia
2,3
Postgraduate Lecturer Department of Management, Faculty of Economics and Business at University of
Sumatera Utara, Indonesia
Corresponding Author: Atika Ramadhani
ABSTRACT negative and significant moderate knowledge on
purchase decision and Reference Group
This study aims to determine the relationship influence negative and not significant moderate
between two or more variables. Independent the halal label on the purchase decision of
variables (exogenous) in this research are brand cosmetic products Emina on Generation Y and
Awareness (X1), Product Knowledge (X2) and Generation Z in the City of Medan.
Halal Label (X3). The dependent variable
(endogenous) in this study is the purchase Keywords: Brand Awareness, Knowledge and
decision (Y). Moderator variable in the research Halal Label, Purchasing Decisions, Reference
is the Reference Group (Z). This research is Groups.
explanatory research. Population in this research
is the target population all women who buy INTRODUCTION
Cosmetics Emina from Generation Y and The human need to appear confident
Generation Z in the City of Medan that are not in public, good time to get out of the house,
yet known amount. As for the sampling work, presentation and so on. In order to
technique the sample size by using the Method
support their appearance, men choose good
of Hair that is by doubling a minimum of 10 of
the total free variables and bound. In this clothes, the body is perfumed and do not
research there are 5 research variables, and the miss the cosmetics that make their faces
authors selected 20 times of doubling, so that look more clean and shine. Although the
the obtained number of respondents taken as user of the cosmetic contained in men and
many as 100 people the sample of the study. women, however women remain as the
The method of analysis used is path analysis primary users and only a few are men who
using Smart-PLS. Method of data collection by use cosmetics. This is because women are
questionnaire and interview. The results showed more concerned with the appearance of a
that brand Awareness has positive and not clean and graceful in public, on the contrary
significant to the purchase decision, Knowledge men the majority tends to be happy what
and no significant positive effect on purchase
they are looking.
decision, the Label halal and no significant
negative effect on purchase decisions, Reference Purchase cosmetic for women to be
Group and a significant negative effect an essential purchase and have a budget of
moderate brand awareness on purchase its own. The results of the research Beauty
decisions, The Reference group effect is Index 2018 conducted by MarkPlus, Inc. in
International Journal of Research and Review (ijrrjournal.com) 323
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
collaboration with the ZAP Clinic in the specialized cosmetic brands Wardah and
year 2018, the known amount of the budget seemed nothing can beat the image of
to the purchase of cosmetics women from Wardah cosmetics as halal cosmetics with
across the generations in Indonesia shows the user most in Indonesia. However, since
that the purchase of cosmetics is quite high the year 2016, start many cosmetic
in Indonesia and from the third group of manufacturers are paying attention very
cross-generational above, it is seen that seriously at the millennial generation over
Generation X is the buyer who bought the awareness of the brand cosmetics and halal
most cosmetic needs because they have the cosmetics the. They change the tagline is
income (money) and age is increasingly present, display the ads with the use of a
making should be more extra care to the reference group of you millennial,
skin. However, in a number of target market customized packing, inclusion of cosmetic
Generation Y and Z is the potential market ingredients labeled kosher and the price is
in Indonesia. Data from the Central bureau also more competitive compared with the
Statistics of Indonesia year 2019, a special big brands previous Wardah Cosmetics.
Population of Medan City released the Their strategy is quite telling to finally be
distribution of population in accordance able to increase the awareness of the
with the traffic generation as follows: millennial generation of top-brand
cosmetics Emina.
Table 1.2: The Number of Women Inhabitants of the City of Consumers of cosmetic products, in
Medan based on Traffic Generation
No Generation Number Of Women Percentage general it is difficult to move from brand to
(Age Group) brand in the other. Consumers tend to hang
1 Generation X 189.120 24,19%
(40 – 55 year) on to the brand that they use. Consideration
2 Generation Y 270.313 34,58% that consumers take before deciding on the
(25 – 39 year)
3 Generation Z 322.291 41,23% purchase of cosmetic products is on the
(10 – 24 year) harmony and security with their skin to the
Total 781.724 100,00%
Source: Processing of BPS Kota Medan, 2020 products that they use. Cosmetic products is
associated with health, in choosing the
The above Data show the wrong cosmetic products not only have an
distribution of generation Y and Z the impact on does not support the appearance,
majority in the City of Medan. It is in the but also cause irritation on the skin, even
world of marketing cosmetics became the more severe impact cause a serious disease
potential market is quite big and has on the skin
encroached well. The level of needs of In general, before consumers choose
generation X is large compared to any other cosmetic products that are in accordance
generation could be so because of their with the needs of the skin and their
appearance also has begun to decline appearance, consumers ask the nearest
compared with the generation on it. On the person or to experts in the field of beauty. It
other hand, generation Y and Z for the is intended that they get the right product.
number of are the majority, so the potential This reference in a marketing perspective
is great for developed markets. referred to with the reference group. The
The potential excavation of reference group is a group which is
generation Y and Z (or often called the considered as a frame of reference for the
millennial generation) can be developed if individual in the purchase decision
companies put serious attention on this (Schiffman and Kanuk, 2007: 201).
segment. One example of the management Cosmetics manufacturers realize the
of serious in the segment of generation Y importance of the role of the reference
and Z is a Cosmetic Emina. Talking about group, therefore they always use a reference
halal cosmetics in the past, people will be group that is familiar with the consumer.
easily crossed in the minds of their The reference group in the cosmetics
International Journal of Research and Review (ijrrjournal.com) 324
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
industry, is usually a doctor of beauty, an the number of muslim consumers that big is
iconic figure, even to the influencers that are not necessarily balanced with awareness and
currently booming in the social media. The knowledge will fully halal products that it
influence of reference groups in educating uses. Most of the awareness of halal
the customers felt quite effective. Research products that are used only limited to
conducted by Anam, Rois and Hufron material that is consumed, does not contain
(2019) found that one of the variables in the pork and alcohol. However many have not
research i.e. the Reference Group also yet realized that the halalness is also judged
handing out partially on the consumer from the things how the process of making
Purchase Decision. The role of the reference the product, how the acquisition of material
group to educate and set an example to products, the content of the substances used.
consumers can attract the interest of Because of the knowledge many consumers
consumers, especially the group that is used are still limited and varied on the
as a reference has a viscosity on the importance of halal products.
consumer. Manufacturers of food, drugs and
The selection of reference groups the cosmetics are aware that the consumer that
right to encourage consumers to make the majority of Indonesian Muslims need
purchasing decisions, especially in cosmetic the certainty of halal products, to this,
products where the consumer requires a manufacturers of cosmetic products (both
reference from trusted people. Consumers in from outside and within the country) aware
deciding the purchase of cosmetic products to provide labels on their products. The
tend to be careful. There are several factors manufacturer considers the product is halal
that drive purchase decisions, among them is not something the obligations set by the
are psychological factors of consumer Pride government in this case is the Majelis
and Ferrell (in Sangadji, 2013: 335). This is Ulama Indonesia (MUI), but based on the
where the important role of Reference awareness to give the consumers comfort
Groups, where they try to convince the from the side of the Islamic shari'a.
consumer that they are confident using the One of the halal cosmetics
product and the charm of their beauty is circulating in Indonesia is the brand Emina.
affected by the product. Emina is a cosmetic brand that targets the
Indonesia as a country which is teen market in Indonesia (Moslem, 2019).
inhabited with Muslim-majority population, Brand Emina produced by PT. Paragon
BPS data showed the number of Muslim Technology and Innovation (PTI) which is
population in Indonesia is 86,3% of the an industrial company engaged in the field
entire population in Indonesia (BPS, of cosmetics. Entering the market in
National 2020), while specific to the City of Indonesia since year 2015. As for some of
Medan the percentage of Muslims is the types of products Emina among them is
65,16% (BPS Medan, 2020). As Muslims, the mask, pressed powder, foundation,
the need to use cosmetic the on the harmony mascara, soap washing the face, lipstick and
and security of the above, there are other other.
considerations to be considered, namely Surprisingly, cosmetic Emina
halal. included in the five local brands that are
Institutions of the research Center of most often talked about by netizens on
Halal Lifestyle and Consumer Studies twitter the Wardah, Sariayu, Purbasari and
(CHCS) released that 72,5% of Muslim Mustika Ratu.
consumers believe in the importance of Although the brand Emina new
consuming halal food as part of religious present in Indonesia, but its role is taken
obligation of Islam. It is part of the into account. Product Emina is also very
realization of halal is increasing among popular with consumers teens and adults
consumers (kabar24.bisnis.com, 2020). But (the generation Z and Y). One of the
International Journal of Research and Review (ijrrjournal.com) 325
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
shopping sites online are quite popular in brand awareness and eventually with regard
Indonesia Sociolla ever put Emina as the to consumer purchase decisions.
best-selling products to among young In order to get an idea of the
people. Some of the products favored by knowledge society of the City of Medan in
young people when shopping at Sociolla is particular women who are at the span of
as follows: generations Y and Z on product knowledge
Emina, the authors conducted a survey pre-
Table 1.4: Product Variants Emina Best-Selling in Indonesia study of 20 women (sampling randomly
No Variant Selection of Products
1 Skincare Masquarade sheet mask, Sun Protector SPF 30, with conditions of the respondents never
Bright stuff purchased a cosmetic product is Emina, and
2 Makeup Emina Creamatte, Emina Magic Potion,
Cheeklit pressed blush regardless of their religion. As for the
Source: www.sociolla.com/best-seller, 2020 results of the survey pre study on 20
respondents above are as follows:
Data released Sociolla good enough 1. Are You experiencing problems to
for new products and has been able to be determine the product features Emina?
accepted quickly by consumer teenagers and The results show that the majority of
adults. Although in the product, the brand respondents ' constraints in accessing
Emina is already able to be received by the cosmetic products Emina. This indicates
teen market, but it is not guarantee the brand respondents ' knowledge of cosmetic
Emina become a big brand in consumers features Emina is not deep, just knowing
Indonesia. Though discussed quite often in the course.
twitter (the platform of the virtual world) 2. Whether the quality of the product
and became a best seller for cosmetic Emina are in accordance with the price?
products among youth and adults, but in the The results show that the majority of the
real world brand awareness Emina still have respondents consider the price offered in
not been able to occupy an important accordance with the quality of its
position. The results of the Top Brand Index products, this indicates the respondents
is still dominated by the big brands in understand the information about the
Indonesia can be seen that the several lines price.
of cosmetic products led halal cosmetics and 3. Do You experience problems when
cosmetics that are not certified halal. The buying products Emina?
biggest challenge for a brand new entry into The results show that the majority of
the market is to create brand awareness respondents experience problems when
(Kotler and Armstrong, 2012). Brand Emina buying products Emina. Against this the
still not able to achieve the level of brand author asks what the problem is, one of
awareness in the minds of consumers the respondents answered the
Indonesia in the study. Emina trying to availability in the store or pharmacy are
improve the brand awareness of cosmetic very limited.
products with how to improve the 4. Do You know how to use the product
promotion introducing the products through Emina?
the website, social media, held a beauty The results show that the majority of
class that its products using the brand emina respondents do not know in detail how
own. This is done to bring and introduce the use of the product Emina. This
their products. The difficulty of creating indicates that the respondents '
brand awareness is one of them because knowledge of the use of cosmetics
consumers are still not familiar with the Emina is still not good.
product (Kotler and Armstrong, 2012). 5. Whether the halal label helped You
Knowledge of the product by consumers about the product Emina?
based on research conducted by Candra and The results show that the majority of
Yoesmanam (2015) capable of creating respondents are not so concerned with
International Journal of Research and Review (ijrrjournal.com) 326
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
the halal label on the packaging of generation Y and Z and never use a product
cosmetic products Emina. This shows Emina) does not have the product
that the respondents are not so pay knowledge Emina with good, so also the
attention to the problem of halal in awareness of halal products, the majority of
cosmetic products Emina. respondent did not so consider it something
Based on the results of a survey pre- important.
study showed that the level of knowledge
users of cosmetic products Emina is still not LITERATURE REVIEW
good. This shows that the business of the Brand Awareness
company in introducing the product Emina Brand awareness alone is the first
has not been well received by consumers. step when building a product brand, because
So also with the awareness of the halal brand awareness is the process stems from
label, consumers are not so care about. the feelings of a consumer towards
From the explanation above, it can ignorance will be a brand it to sure that it is
be concluded that many of the current the only one in the class of product specific.
cosmetic companies perform a variety of If a brand can seize the attention fixed in the
efforts to improve the consumer purchasing minds of consumers, then the brand will be
decision, especially from the segment of difficult to replaced by other brands. So
generation X and Y, because this generation consumers will remember a brand that has
is the majority of consumers of cosmetic been known to although often provided by
products that are unreached with the good. the service provider with a different brand
In general, consumers of cosmetic products with the brand before (According to Hasan,
is looking for information from the 2014: 24)
reference group before they use what is
brand that suits their needs. The other side, Product Knowledge
Indonesia as a muslim majority country, its Product knowledge is a collection of
inhabitants not only the rate of the elements various information about the product. This
of harmony and the benefits of a cosmetic knowledge includes the product category,
product, but also pay attention to the brand, terminology products, attributes or
elements of halal, both in terms of content product features, product price, and trust
and ways of processing these products. about the product. Knowledge will affect
Against such phenomena, one of the consumers purchasing decisions even re-
cosmetic products with the brand Emina purchase. When consumers have greater
present in Indonesia and already have a knowledge, then he will be better in making
halal certificate on their products. This is in decisions, more efficient, more precise in
order to answer the needs of Indonesian processing information and are able to recall
muslims against the security of the product information better (According to Sumarwan,
from the side of the islamic religion Islam. 2003: 120).
The presence of Emina is quite good in
Indonesia and never became a top Label
discussion product local cosmetics on The Label is a part of a product
twitter and also best-selling products for which carries verbal information and is part
teenagers and adults in the media online of the packaging about the product. Labels
shopping Sociolla, but for brand awareness, designed and imprinted on the products
product Emina has not been able to become have different types. The Label indicates the
the Top Brand in Indonesia. In order to identity of the supporters of the product.
know how the gait of cosmetics brand One of the labels listed on the products are
Emina in the City of Medan, the authors the halal label. Halal Label is a guarantee
conducted a survey pre study that found that given by an institution authorized LP POM
the majority of respondents (women of MUI to ensure that the product has passed
International Journal of Research and Review (ijrrjournal.com) 327
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
the testing of halal according to Islamic law Purchase Decision
(Tjiptono, 2016). The purchase decision is a process of
integration that combines the knowledge to
Reference Group evaluate the two behavioral alternatives or
Reference group is any person or more and choose one of them (Sangadji,
group that is considered as a basis of 2013: 332). Purchase decisions are affected
comparison or reference for someone in the by the environment, culture, family and so
shaping of values and attitudes general or on that form of attitude in making a
specific, or specific guidelines for behavior. purchase. So it is concluded that the
From the perspective of marketing, the purchase decision is a process by which
reference group is a group which is consumers conduct an assessment of various
considered as a frame of reference for the alternative options and selecting one or
individual in the purchase decision more alternatives that is required based on
(Schiffman and Kanuk, 2007: 201). considerations specific considerations
(Manap, 2016: 247).
Figure 1. Conceptual Framework
Hypothesis Generation Y and Generation Z in the
Based on the background research City of Medan.
and the relationship between variables, then 6. Reference group significantly moderate
the research hypothesis : the halal label on the purchase decision
1. Brand awareness has positive and of cosmetic products Emina on
significant effect on purchase decision Generation Y and Generation Z in the
of cosmetics Emina on Generation Y City of Medan.
and Generation Z in the City of Medan.
2. Knowledge has positive and significant MATERIAL AND METHODS
effect on purchase decision of cosmetics The research used in this research is
Emina on Generation Y and Generation associative research. According to Echdar
Z in the City of Medan. (2017), associative research is research that
3. The Halal Label has positive and aims to determine the relationship between
significant effect on purchase decision two or more variables. Independent
of cosmetics Emina on Generation Y variables (exogenous) in this research are
and Generation Z in the City of Medan. brand Awareness (X1), Product Knowledge
4. Reference group significant moderate (X2) and Halal Label (X3). The dependent
awareness of brand on purchase decision variable (endogenous) in this study is the
of cosmetic products Emina on purchase decision (Y). Moderator variable
Generation Y and Generation Z in the in the research is the Reference Group (Z).
City of Medan. The population is the whole or
5. Reference group significant moderate totality of objects that is restricted by certain
pengetahuanterhadap purchase decision criteria (Sugiyono, 2016: 61). Population in
of cosmetic products Emina on this research is the target population all
International Journal of Research and Review (ijrrjournal.com) 328
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
women who buy Cosmetics Emina from The questionnaire (Questionaire), the
Generation Y and Generation Z in the City Spread of a list of questions the
Medanyang unknown number. As for the Respondents chose one of the answers that
sampling technique the sample size in the have been provided in the list of questions.
study of multivariate preferably using the
Method of Hair that is by doubling a RESULTS AND DISCUSSION
minimum of 10 of the total free variables Discussion of the Influence of Brand
and bound (Sinulingga, 2017). In this Awareness on Purchase Decisions
research there are 5 research variables, and The results of this study show the
the authors selected 20 times of doubling, so Influence of brand awareness on Purchase
that the obtained number of respondents Decisions. Based on the test results of the
taken as many as 100 people the sample of Path Analysis conducted by the researchers,
the study. the Value of the path coefficient of brand
The type of data based on the awareness on purchase decision is positive,
properties used in this research is namely 0,065> 0 (column sample original).
Quantitative Data, ie data in the form of the value of the P-Values 0,411 > α (0.05),
numbers or that can be calculated. The the Value of t-statistics 0.823 < 1,96 (rule of
quantitative Data used in this study is the thumb), brand Awareness and no significant
questionnaire results from the respondents. positive effect on purchase decision of
Qualitative Data, i.e. data that can not be cosmetics Emina on Generation Y and
calculated in the form of sentences, words, Generation Z in the City of Medan. If brand
images. The qualitative Data in this research awareness is enhanced, then the purchase
is the result of the interview to respondents decision will increase but not significant
The source of the Data, the Data effect.
obtained from berbaragai source consists of This is in line with the results of
Primary Data, Data obtained directly by the research conducted by Julian and
researcher through the object. In this Andjarwati (2018). Product Emina is not a
research is the results of the questionnaire big brand in Indonesia. Cosmetic products
and direct interview with respondents. The Emina still need time to be able to well
Secondary Data, the Data obtained in the known by consumers. In order to increase
form of a specialized publication by the the desire of generation Y and Z to buy a
other party. Secondary Data was obtained cosmetic product Emina.
through literature study, internet, and According to research conducted by
literature. Suraiya Ishak, Ahmad Raflis Che Omar,
Data collection techniques in Kartini Khalid, Intan Safiena Ab. Ghafar,
research using several methods, among Mohammad Yusof Hussain in the year 2019
others: Library Research (Library with the title, “Cosmetics purchase behavior
Research), data Collection through the of educated millennial Muslim females”,
reading materials include literature, books, states that purchase decisions of cosmetics
magazines and various other reading in muslim women the millennial generation
material that are relevant and related with is influenced by brand awareness. The brand
the research title which has some of the they choose is a brand that is already
same variables with this research. Interview familiar with their daily life. These studies
(interview), Asking questions directly to show that the purchasing behavior of
respondents in the form of information cosmetics millennial Muslims influenced by
which is closely related to problems in the the proactive behavior of the muslim
research. Researchers asked directly what woman to perform a search for information
cosmetics to use women from Generation Y about the materials, instructions, halal,
(ages 25 to 39 years old) and Generation Z country of origin, a guarantee of health
(ages 10 to 24 years) in the city of Medan. security and benefit cosmetic products.
International Journal of Research and Review (ijrrjournal.com) 329
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
Consumers young women and educated also Path Analysis conducted by the researchers,
admire the goods branded cosmetics and the Value of the path coefficient of 0.145>
show a willingness to accept higher prices. 0, P-Values 0,212 > α (0.05), t-statistics
The results of this study are also in 1.249 < 1,96 (rule of thumb), means of
line with research conducted by Nazatul knowledge and no significant positive effect
Shima Abdul Rani, K. Sarojani Devi on purchase decision of cosmetics Emina on
Krishnan in the year 2018 with the title, Generation Y and Generation Z in the City
“Factors that influence the Malay students of Medan. If knowledge is increased, then
in purchasing skincare products in the purchase decision will increase but not
Malaysia”. Brand awareness is a factor significant effect.
supporting that the impact is positive on This is in accordance with research
purchase decision of cosmetics. But the conducted by Vita Briliana, Nurwanti
influence of the brand awareness is not Mursito in 2017 with the title, “Exploring
significant in enhancing the purchase antecedents and consequences of Indonesian
decision of cosmetics. Brand awareness is Muslim youths' attitude towards halal
only an additional supporting factor in the cosmetic products: A case study in Jakarta”,
criteria of purchases made by students in the the Influence of the attitude of muslim
purchase of cosmetics. Students are more consumers towards cosmetic products halal
interested with the results of the reviews is important information that raises the
from sources that they believe and compare intention to buy the product halal cosmetics
with the suitability of the price and quality and attitude to be a variable that strengthen
of cosmetics purchased. the knowledge, religiosity and subjective
Different with expert opinion, Hasan norm towards buying interest cosmetic. In
(2014: 24) If a brand can seize the attention this study, knowledge affect the decision of
fixed in the minds of consumers, then the purchase of cosmetics by young muslims in
brand will be difficult to replaced by other Jakarta, but is accompanied by the influence
brands. So consumers will remember a of the religious attitudes of the importance
brand that has been known to although often of halal cosmetics are used.
provided by the service provider with a On the opinion of other researchers,
different brand with the brand before. If a Indarto Candra Yoesmanam year 2015, with
brand has in the minds of consumers is the title, the Influence of Product
difficult to be replaced with another brand, Knowledge And the Perception of Product
in fact many bring up the loyalty of the Quality Towards Purchase Decisions On
pseudo or the purchase of a brand fixed by Organic Cosmetics, the Influence of the
the consumer. most didominanasi by knowledge products
In accordance with the target target through the internet. Consumers are looking
market Emina which is the consumers for as much information about the organic
coming from Generation Y and Generation cosmetics first on the internet before making
Z. The generation of such a lot of obtain a purchase of cosmetics. This shows that the
information through the internet before buyer is cosmetic really study the product
making a purchase. Emina can strengthen before buying the product, where getting to
the brand through strengthening of the know the ins and outs and benefits of
promotion and information through social cosmetic products Emina then proved the
media and other. higher, vice versa if their knowledge is
negative, then customers tend to not buy
Discussion of the Influence of Knowledge cosmetic products Enima.
on Purchase Decision
The results of this study show the
Influence of knowledge on Purchase
Decisions. Based on the test results of the
International Journal of Research and Review (ijrrjournal.com) 330
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
Discussion of the Influence Halal Label (column sample original), P-Values of 0.04
on Purchase Decisions < α (0.05), t-statistics 3.462 > 1,96 (rule of
The results of this study show the thumb), meaning that the reference group
Influence halal label on Purchase Decisions. moderate the influence of brand awareness
Based on the test results of the Path are negative and significant on purchase
Analysis conducted by the researchers, the decisions of cosmetics Emina on Generation
Value of path coefficient-0.037> 0 (column Y and Generation Z in the City of Medan. If
sample original). P-Values 0,586 > α (0.05), the moderation of the reference group on the
the Value of t-statistics 0.545 < 1,96 (rule of Influence of brand awareness is enhanced,
thumb),meaning that the halal label and no then the purchase decision will menurundan
significant negative effect on purchase significant effect.
decision of cosmetics Emina on Generation It was not in accordance with the
Y and Generation Z in the City of Medan. If research conducted by Aakanksha Singhal
the halal label is enhanced, then the Garima Malik in the year 2018 with the
purchase decision will decrease and no title, The attitude and purchasing of female
significant effect. consumers towards green marketing related
Different with the research done by to the cosmetic industry. In this study,
Fauziah, Ismail Fahmi Arrauf Nst, Fahrizal shows there is a relationship between the
in the year 2018 with the title, the Influence difference in age, education, and consumer
Halal Label On the Purchase Decision of groups of women with the attitude of
Cosmetic Products (Case Study: Students women consumers towards the purchase of
FEBI IAIN Langsa). The results showed a cosmetic products are environmentally
strong influence of variable halal label friendly. Consumer group which is the
against the decision of the students to buy reference group for female consumers in the
cosmetic products including halal cosmetics form of environment like a group of school
on the students FEBI IAIN Langsa. This friends, office mates become a reference in
study was conducted in the city of Langsa in buying eco-friendly cosmetics. Supported
Aceh Province, where the majority of the with is the cosmetics brand is already well
respondents are muslims, so the respondents known among the consumer environment is
naturally feel comfortable in using products such a woman.
that are labeled halal. On the contrary in the According to research conducted by
this research was conducted in the City of Riski Yuliana Pramudi year 2015 with the
Medan with the respondents of generation Y title the Influence of the Consumerist
and generation Z so that the halal label is lifestyle And Reference Group On Purchase
not considered important before making a Decision of Local Cosmetic obtained that
purchase and do not consider halal labelling the decision of the purchase of local
affects purchase decision of cosmetic cosmetic on a woman's career is heavily
products Emina. The Label of halal is still influenced by reference groups such as
limited to food products that are consumed colleagues. Colleagues mutually
like food, beverages. recommend cosmetic what is suitable for
himself to others in his group.
The Discussion of the Moderation of the
Reference Group on the Influence of The Discussion of the Moderation of the
Brand Awareness on Purchase Decisions Reference Group on the Influence of
The results of this study indicate Knowledge on Purchase Decision
moderation of the reference group on the The results of this study indicate
Influence of brand awareness on Purchase moderation of the reference group on the
Decisions. Based on the test results of the Influence of knowledge on Purchase
Path Analysis conducted by the researchers, Decisions. Based on the test results of the
the Value of the path coefficient -0,222< 0 Path Analysis conducted by the researchers,
International Journal of Research and Review (ijrrjournal.com) 331
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
the value of the path coefficient -0.159> 0 Halal for generation Y and Z in the
(column sample original). P-Values of 0.001 City of Medan is still not become a liability
< α (0.05), the Value of t-statistics 2056 is > in determining the valuation of the product
1,96 (rule of thumb, meaning that the before you buy cosmetics. This is in
reference group moderate the influence of accordance with research conducted by
knowledge is negative and significant on Henry Aspan Iskandar Muda Sipayung in
purchase decisions of cosmetics Emina on 2017, with the title, The Effect of the Halal
Generation Y and Generation Z in the City Label, Halal Awareness, Product Price, and
of Medan. If the moderation of the reference Brand Image to the Purchasing Decision on
group on the Influence of Cosmetic Products (a Case Study on
pengetahuanditingkatkan, then the purchase Consumers of Sari Ayu Martha Tilaar in
decision will decrease and have a significant Binjai City). There is the influence halal
effect. label, the realization of halal, the price of
It is different with the study by Riski the product and image of the trademark with
Yuliana Pramudi year 2015 with the title the the product purchase decision kosmetik
Influence of the Consumerist lifestyle And Namun Price variable to be the variable
Reference Group On Purchase Decision of most influence on the purchase decision of
Local Cosmetic obtained that the decision of cosmetic products Sariayu Martha Tilaar in
the purchase of local cosmetic on a woman's Binjai.
career is heavily influenced by reference Consumers who are from Generation
groups such as colleagues. Product Y and Generation Z much of the
knowledge obtained from the reference information from the group of reference
group in the form of working environment such as school friends, work colleagues,
and from other sources such as the internet. family who are aware the importance of
The more information obtained, the halal before buying cosmetics. But in the
knowledge of the product by the consumer City of Medan, halal still as a additional
is increased then it will increase purchase symbol and guarantee that the cosmetics are
decisions of cosmetics. free of ingredients that are prohibited and
dangerous. Not as a mandatory requirement
The Discussion of the Moderation of the to be considered before buying a cosmetic
Reference Group on the Influence Halal Emina. With different consumers coming
Label on Purchase Decisions from generation X, which has much of the
The results of this study indicate information from the reference group
moderation of the reference group on the surrounding, the importance of the halal
Influence halal label on Purchase Decisions. products are consumed including cosmetics.
Based on the test results of the Path Halal Label reinforced the information from
Analysis conducted by researchers at the the reference group will affect a purchase
value of the path coefficient -0.014> 0 decision that will be done
(column sample original). P-Values 0,836 >
α (0.05), 0.287 < 1,96 (rule of thumb) CONCLUSIONS AND
means that the reference group moderate the RECOMMENDATIONS
influence halal label is negative and not CONCLUSIONS
significant to the purchase decision of Based on the results of the research
cosmetics Emina on Generation Y and can be summed up as follows:
Generation Z in the City of Medan. If the 1. Brand awareness and no significant
moderation of the reference group on the positive effect on purchase decision of
Influence of label halalditingkatkan, then cosmetics Emina on Generation Y and
the purchase decision will decrease and the Generation Z in the City of Medan.
effect is not significant. 2. Knowledge and no significant positive
effect on purchase decision of cosmetics
International Journal of Research and Review (ijrrjournal.com) 332
Vol.8; Issue: 1; January 2021Atika Ramadhani et.al. The influence of brand awareness, the knowledge and halal label on purchase decisions
of cosmetics emina through to reference group as a moderating variable on the generation Y and generation Z
in the City of Medan.
Emina on Generation Y and Generation 2. The next researcher who will conduct
Z in the City of Medan. research with the purpose of the same
3. Halal Label and no significant negative study is suggested to develop a research
effect on purchase decision of cosmetics model such as adding the independent
Emina on Generation Y and Generation variable other is not researched in this
Z in the City of Medan. study, for example life-style, viral
4. The Reference group effect and a marketing, and others. The next
significant negative moderate brand researcher can also add a moderating
awareness on purchase decision of variable or intervening in the research
cosmetic products Emina on Generation model in order to create research-better
Y and Generation Z in the City of research again in the next research.
Medan.
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