Dinamika Pasar Kosmetik Halal Di Sumatera Utara: Analisis Perspektif Konsumen Dan Strategi Produsen
DOI:
https://doi.org/10.37726/xapnwq68Kata Kunci:
Kosmetik Halal, Niat Beli, Kepercayaan Konsumen, Kualitas Produk, Sikap, Pemasaran DigitalAbstrak
Industri kosmetik halal mengalami perkembangan yang pesat, didorong oleh peningkatan kesadaran konsumen, terutama dari kalangan Generasi Milenial dan Z. Penelitian ini bertujuan untuk menyajikan analisis holistik terhadap faktor-faktor yang mendorong niat beli konsumen kosmetik halal di Sumatera Utara dan merumuskan strategi yang diterapkan oleh produsen sebagai respons terhadap dinamika pasar. Menggunakan desain metode campuran sekuensial eksplanatori, penelitian ini menggabungkan survei kuantitatif terhadap 400 responden Milenial dan Gen Z dengan wawancara mendalam kualitatif bersama tujuh pemangku kepentingan industri. Analisis kuantitatif memanfaatkan Pemodelan Persamaan Struktural berbasis Partial Least Squares (PLS-SEM), sementara analisis kualitatif menggunakan analisis tematik. Hasil analisis model struktural menunjukkan bahwa niat beli konsumen sangat kuat dan secara langsung dipengaruhi oleh dua pilar psikologis utama: sikap terhadap produk halal dan kepercayaan konsumen, dengan kemampuan prediksi model mencapai 72,4%. Sikap yang positif dibentuk secara signifikan oleh tingkat religiusitas individu dan pengetahuan yang memadai mengenai aspek kehalalan. Kepercayaan, di sisi lain, terbentuk dari persepsi konsumen terhadap kualitas produk, citra merek yang positif, dan jaminan formal dari sertifikasi halal. Temuan krusial mengonfirmasi bahwa pengaruh kualitas produk dan citra merek terhadap niat beli dimediasi secara penuh (full mediation) oleh variabel kepercayaan. Produsen kosmetik halal di Sumatera Utara menyadari dualitas tuntutan pasar, di mana sertifikasi halal adalah prasyarat dasar, sementara keunggulan kualitas produk merupakan keharusan kompetitif. Selain itu, pemasaran digital melalui influencer dan electronic word-of-mouth (e-WOM) terbukti sangat efektif dalam membangun citra merek, namun tidak secara langsung mendorong kepercayaan yang mendalam, yang menunjukkan kerapuhan reputasi digital jika tidak didukung oleh substansi produk. Tantangan operasional terbesar terletak pada menjaga integritas dan ketertelusuran rantai pasok halal dari hulu ke hilir. Simpulan utama penelitian ini adalah bahwa keberhasilan di pasar kosmetik halal modern menuntut strategi terintegrasi yang melampaui kepatuhan regulasi, dengan fokus konsisten pada peningkatan kualitas produk dan transparansi rantai pasok untuk membangun kepercayaan konsumen yang otentik dan berkelanjutan.
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