The Influenced Factors of the Switching Customer to Halal Cosmetic Products

Rozaq M. Yasin, Siti Norjanah

Abstract


Ideally, a Muslim will easily decide to consume cosmetic product that have a halal label compared to cosmetic product that are not yet labeled halal. However, there are many people who switch use of product even though they are labeled halal. This study aims to analyze behavior patterns and factors that probability influence customers to switch away from halal cosmetic products. This study used primarly data with purposive sampling of 100 respondents in special region of Yogyakarta. Using logistic regression, the results show that the behavior pattern of customer switching for halal cosmetic products was dominated by the Millennial generation who have high curiosity and aggressiveness so that this generation's behavior tends to be disloyal, including consuming cosmetics with halal products. Pricing, sales promotion, reputation and sales ethics have probability to influence customer switching behavior of halal cosmetic products. The halal cosmetic industry needs to pay attention to the behavior patterns of millennial generation, especially in terms of factors that probability influence to switch from halal cosmetic products.


Keywords


customer switching; halal cosmetics; millennial generation

Full Text:

PDF

References


Fintikasari, I., & Ardyan, E. (2018). Brand Switching Behaviour in the Generation Y: Empirical Studies on Smartphone Users. Jurnal Manajemen Dan Kewirausahaan, 20(1), 23. https://doi.org/10.9744/jmk.20.1.23-30

Ghazali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.

Halal MUI. (2020). Data Statistik Produk Halal LPPOM MUI Indonesia 2012 – 2019. Retrieved Desember 2020, from http://www.halalmui.org/mui14/main/page/data-statistik-produk-halal-lppom-mui-indonesia-2012-2019

Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran. PT Prenhallindo.

Nimako, S. G. (2012). Consumer Switching Behaviour: A Theoretical Review and Research agenda. The International Journal’s Research Journal of Social Science & Management, 2(3), 74–82.

Nurbaiti. (2019). Perkembangan Minat Masyarakat Pada Produk Halal Dan Label Halal Di Indonesia : Google Trends Analysis. Seminar Nasional Cendekiawan, 5(1), 1–8.

Permana, I. (2019). Customer Switching Behavior dalam Membeli Batik dari UKM. Business Innovation and Entrepreneurship Journal, 1(1), 48–52. https://doi.org/10.35899/biej.v1i1.4

Putra, Y. S. (2013). Analisis Brand Switching Handphone Blackberry Di Salatiga. Among Makarti, 6(2), 12.

Rakhi, H. (2019). Analisis Pengaruh Labelisasi Halal Terhadap Keputusan Pembelian Produk Kosmetik: Studi Kasus Kota Pontianak. Islamiconomic: Jurnal Ekonomi Islam, April. https://doi.org/10.32678/ijei.v10i1.119

Romadhon, G. (2013). Analisis faktot-faktor yang mempengaruhi perilaku perpindahan pelanggan. Jurnal Manajemen Dan Akuntansi, 2, 1–16.

Septiani, D., & Ridlwan, A. A. (2020). The Effects of Halal Certification and Halal Awareness on Purchase Intention of Halal Food Products in Indonesia. Indonesian Journal of Halal Research, 2(2), 55–60. https://doi.org/10.15575/ijhar.v2i2.6657

Standard, D. (2019). State of the Global Islamic Economy Report 2019/20. In Dubai International Financial Centre. https://cdn.salaamgateway.com/special-coverage/sgie19-20/full-report.pdf

Widianti, M., & Trinanda, O. (2019). Pengaruh Customer Dissatisfaction dan Word of Mouth (WOM) Terhadap Brand Switching pada California Fried Chicken (CFC) ke Fast Food Merek Lain (Studi Kasus pada Masyarakat Kota Padang). Jurnal Kajian Manajemen Dan Wirausaha, 1(1), 127–137.




DOI: https://doi.org/10.15575/ijhar.v3i1.10536

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indonesian Journal of Halal Research (IJHAR) Indexed By:

        

 

Developed By:

Pusat Kajian Halal (Halal Center)

UIN Sunan Gunung Djati

Gedung Solahuddin Sanusi (Laboratorium Terpadu)

Jl. A.H. Nasution No. 105, Cibiru, Bandung - West Java 40614

Creative Commons License
Indonesian Journal of Halal Research (IJHAR) by Halal Center UIN Sunan Gunung Djati Bandung is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at https://journal.uinsgd.ac.id/index.php/ijhar.