Hubungan Antara Persepsi Terhadap Kelompok Referensi Dengan Pengambilan Keputusan Membeli Produk Kosmetika Tanpa Label Halal Pada Mahasiswi Muslim

Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara persepsi terhadap kelompok referensi dengan pengambilan keputusan membeli produk kosmetik tanpa label halal pada mahasiswi muslim. Hipotesis penelitian adalah terdapat hubungan positif antara persepsi terhadap kelompok referensi dengan pengambilan keputusan membeli produk kosmetik tanpa label halal pada mahasiswi muslim. Subjek penelitian ini adalah mahasiswi Fakultas Syariah dan Hukum Universitas Islam Negeri Sunan Kalijaga Yogyakarta yang menggunakan kosmetik tanpa label halal ini. Data diperoleh menggunakan dua skala yaitu skala pengambilan keputusan untuk membeli produk kosmetik tanpa label halal dari teori Assael (1998), dan skala persepsi terhadap kelompok referensi dari teori Assael (1992). Metode analisa data dengan teknis Pearson dan Product Moment, menunjukkan nilai korelasi r=0,369 dengan p=0,000. Hasil ini menunjukkan hubungan yang sangat signifikan persepsi terhadap kelompok referensi dengan pengambilan keputusan membeli produk kosmetik tanpa label halal pada mahasiswi muslim. Persepsi positif kelompok referensi berkontribusi sebesar 13,6% terhadap pengambilan keputusan membeli produk kosmetik tanpa label halal pada mahasiswi muslim. Kata kunci: perspektif positif, kelompok referensi, pengambilan keputusan membeli, produk kosmetik tanpa label halal Abstract The aim of the study is to examine the relationship between perceptions of reference group to the decision making to purchase cosmetic products without permitted halal label on woman students. Hypothesis of this study is that there is positive correlation between the perceptions of the reference group to the decision making to purchase cosmetic products without permitted halal label on woman students. The subjects of this study are the woman students of Syari’ah and Law Faculty, Sunan Kalijaga Islam State University, which use the cosmetic products without permitted halal label. The data was collected using two scale for it measurement, are the decision making scale to purchase cosmetic products without permitted halal label, refers to the step of purchased decision making stated by Assael (1998), and the perceptions scale to the reference group, based on the theory proposed by Assael (1992). The data analysis method used is Product Moment and Pearson technique, which shows the correlation values of r = 0.369 with p = 0.000. It means that the relationship between the perceptions of reference group with the decision making to purchase cosmetic products without permitted halal label on woman students are very significant. Therefore, the hypothesis is accepted. Positive perceptions of the reference group gives effective contribution to the decision making to purchase cosmetic products with permitted halal label as big as 13,6%. Keywords: positive perception, reference group, decision making to purchase, cosmetics product without halal label.