The Influence of Brand Awareness, the Knowledge and Halal Label on Purchase Decisions of Cosmetics Emina through to Reference Group as a ...

 
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 2021
Atika 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 2021
Atika 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 2021
Atika 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 2021
Atika 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 2021
Atika 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 2021
Atika 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 2021
Atika 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 2021
Atika 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 2021
Atika 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 2021
Atika 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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