The Influence Of Religiosity, Knowledge And Price On Interest In Buying Halal Skincare At Fatayat Nahdatul Ulama Poncol Magetan

Abstract

Introduction: Women are a potential market segment and have many needs. Every day, women cannot be separated from using skincare products. Therefore, the problem examined in this research is whether religiosity, knowledge, and price influence interest in buying halal skincare products. Based on interviews with several Fatayat NU members, halal skincare is not very popular, while Fatayat NU is seen as having more religiosity by the general public, so interest in halal skincare should be high, but the facts on the ground are not like that. This research aims to analyze the influence of religiosity, knowledge, and price on interest in purchasing halal skincare products at Fatayat NU Poncol Magetan. Research Methods:  The method taken in this study is a quantitative method processed. Sampling in this study used probability sampling techniques with simple random sampling methods with 96 respondents who are members of Fatayat NU Poncol Magetan have never purchased halal skincare products to fill out the questionnaire. They were testing validity and reliability, evaluating outer models, evaluating inner models or testing hypotheses for data analysis in this study. Results: This research shows that the religiosity variable has a positive and significant effect on buying interest. Knowledge has a positive and significant effect on buying interest. And price has a positive and significant effect on buying interest. The independent variable has a 0.936, or 93.6%, influence on purchase interest. This indicates that price, knowledge, and religion influence 93.6% of the buying interest variable. Meanwhile, the remaining 6.4% was influenced by other variables not discussed in the research.