HOW SUBJECTIVE NORM, RELIGIOSITY, AND ATTITUDE AFFECT PURCHASE INTENTION FOR EMINA PRODUCTS IN SURABAYA
Keywords:
Purchase Intention, Brand Halal, Subjective Norm, Attitude, ReligiosityAbstract
This study aims to determine the effect of subjective norms, religiosity, and attitudes on the purchase intention of "Halal" products. The object used in this research is Emina Cosmetic products in Surabaya. Data processing was carried out using Structural Equation Modeling (SEM) with AMOS software version 22 for windows. The data used in this study are primary data obtained from distributing questionnaires. Respondents in this study were 151 respondents who had used Emina products in the last 1 year. The sampling technique for this study was a non-probability sample with a purposive sample. The results of this study indicate that there is a positive and significant influence between subjective norms and attitudes towards purchase intention of Emina products in the "Halal" category. Meanwhile, religiosity has no effect on the purchase intention of Emina products in the "Halal" category.
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