Perilaku Konsumen Berdasarkan Religiusitas

Abstract

This study aims to examine more deeply consumer behavior based on religiosity and halal awareness owned by Muslimah lecturers in Malang.This study uses a phenomenological study which aims to examine more deeply the personal experiences of Muslimah lecturers in purchasing products, especially halal cosmetic products. Phenomenological studies based on this aspect of religiosity and halal awareness are still rarely carried out. So that by doing this research, it will add to the knowledge base, especially in the field of consumer behavior.The focus of the problems that will be examined in this research is the first; is how the informants interpret the aspect of religiosity they have in influencing their consumption behavior towards halal products and the second; is how the relationship between religiosity and halal awareness owned by the informants, so that this will add to the treasures of scientific development, especially consumer behavior based on the aspect of religiosity. The results of the study show: First) The aspect of religiosity in the eyes of Muslim lecturers is interpreted as a form of "commitment" to their faith, so that the aspect of religiosity is the main consideration in the purchase/choice of halal cosmetics. Second) Religiosity and halal awareness have a close relationship, this is evidenced by the tendency of Muslim lecturers to prefer halal cosmetics over non-halal cosmetics. These results indicate that the higher the religiosity of the informants, the higher the level of halal awareness owned by Muslim lecturers in Malang.