The Role of Consumer Attitude in Mediating Religiosity and Ethnocentrism on Purchase Intention of Local Halal Cosmetics Product

Abstract

This study aims to determine the effect of consumer religiosity, consumer ethnocentrism and consumer attitude in increasing the intention to buy local halal cosmetic products in Indonesia, and to examine the role of consumer attitude in mediating the effect of religiosity and ethnocentrism on purchase intention. This research is a causal research type, with a quantitative approach, in which data is taken using a questionnaire to 235 Wardah consumers in 5 major cities in Indonesia. The sampling technique used is non-probability sampling, namely incidental sampling. Furthermore, the hypothesis test was carried out using the Partial Least Square (PLS) and the mediation test. Results show that both religiosity and ethnocentrism have a significant effect on consumer attitude and consumer attitude has a significant effect on purchase intention. Other results indicate that there is no significant effect on the direct relationship between religiosity on purchase intention, on the contrary, there is a significant effect on the direct relationship between ethnocentrism and purchase intention. The empirical results also show that consumer attitudes fully mediate the relationship between religiosity and purchase intention, as well as partially mediate the relationship between ethnocentrism and purchase intention. The coefficient of R-squared purchase intention is known to be quite high, namely 0.62, which means that 62% of purchase intention can be increased by consumer religiosity, attitude and ethnocentrism