Consumers Purchase Intention Towards Halal Detergent in Jakarta Euis Saribanon(1), Ratih Hurriyati (2), Agus Rahayu (3), Moch.Adib Sultan (4)
Universitas Pendidikan Indonesia
Jl. Setiabudhi No.229, Isola, Sukasari, Isola, Sukasari, Kota Bandung, Jawa Barat 40154
Abstract
The purpose of the study is to analyze the consumers intention to purchase halal detergent, in this case Indonesian women, and to seek the most dominant factor affecting the consumers intention. The study was based on the theory of planned behavior. The data was taken from the questionnaire using Likert scale and was spread to 50 respondents using purposive sampling technique in some areas in Jakarta. The respondents were women who knew about halal detergent. This study uses variance based Structural Equation Modelling (SEM) with Smart Partial Least Square (PLS) 3 software. There are three intention factors which are attitude, subjective norm and perception of controlling behavior that have positive effect to consumers intention to purchase halal detergent.
Keywords: consumers intention; halal detergent; theory of planned behavior
