FAKTOR-FAKTOR PENENTU NIAT PENUKARAN KEPADA KOSMETIK HALAL DALAM KALANGAN GENERASI Z: SATU KERANGKA KONSEPTUAL BERASASKAN TEORI PUSH-PULL-MOORING
FACTORS INFLUENCING THE INTENTION TO SWITCH TO HALAL COSMETICS AMONG GENERATION Z: A CONCEPTUAL FRAMEWORK BASED ON PUSH–PULL–MOORING THEORY
DOI:
https://doi.org/10.35631/AIJBES.827047Keywords:
Kosmetik Halal (Halal Cosmetics), Niat Penukaran (Conversion Intent), Push–Pull–Mooring, Kepercayaan Jenama (Brand Trust), Imej Jenama (Brand Image), Kepercayaan Agama (Religious Belief)Abstract
Pertumbuhan pesat industri kosmetik halal telah meningkatkan persaingan dengan kosmetik konvensional. Walau bagaimanapun, peluasan penawaran produk halal tidak semestinya mendorong pengguna untuk beralih secara automatik. Fenomena ini menuntut pemahaman yang lebih mendalam terhadap faktor-faktor yang mempengaruhi niat penukaran kepada kosmetik halal. Sehubungan itu, kajian konseptual ini bertujuan mencadangkan satu kerangka berasaskan teori Push–Pull–Mooring (PPM) bagi menjelaskan niat penukaran kepada kosmetik halal dalam kalangan pengguna di Malaysia. Kajian ini mengklasifikasikan kepercayaan jenama sebagai faktor tolakan (push) yang mendorong pengguna meninggalkan kosmetik konvensional apabila timbul keraguan terhadap keselamatan, ketelusan dan kesahihan status halal. Imej jenama dan nilai yang dirasai pula dikenal pasti sebagai faktor tarikan (pull) yang menarik pengguna kepada kosmetik halal melalui persepsi kualiti, integriti etika serta manfaat fungsional dan simbolik. Selain itu, kepercayaan agama dikonseptualisasikan sebagai faktor pengikat (mooring) yang mempengaruhi kecenderungan penukaran dengan mengukuhkan keutamaan pematuhan Syariah dalam keputusan penggunaan. Dengan mengintegrasikan faktor berkaitan jenama dan dimensi keagamaan dalam satu kerangka PPM yang menyeluruh, kajian ini menyumbang kepada pengembangan literatur pemasaran halal dan pemahaman terhadap tingkah laku penukaran pengguna.
The rapid growth of the halal cosmetics industry has increased competition with conventional cosmetics, but the increasingly widespread offering of halal products does not necessarily encourage consumers to switch automatically. This phenomenon demands a deeper understanding of the factors that influence the intention to exchange for halal cosmetics. In this regard, this conceptual study aims to propose a Push–Pull–Mooring (PPM) based framework to explain the intention of switching to halal cosmetics among consumers in Malaysia. The study classifies brand trust as a push factor that drives consumers to abandon conventional cosmetics when doubts arise about the safety, transparency and legality of halal status. Brand image and perceived value are identified as pull factors that attract consumers to halal cosmetics through the perception of quality, ethical integrity and functional and symbolic benefits. In addition, religious beliefs are conceptualized as a mooring factor that influences conversion tendencies by reinforcing the priority of Shariah compliance in consumption decisions. By integrating brand-related factors and religious dimensions in a single comprehensive PPM framework, this study contributes to the development of halal marketing literature and conversion behavior.
Downloads
References
Aoun, I., & Tournois, L. (2015). Building holistic brands: An exploratory study of halal cosmetics. Journal of Islamic Marketing, 6(1), 109–132. https://doi.org/10.1108/JIMA-05-2014-0035
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond sponsored content. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.12.043
Bansal, H. S., Taylor, S. F., & James, Y. S. (2005). Migrating to new service providers: Toward a unifying framework of consumers’ switching behaviors. Journal of the Academy of Marketing Science, 33(1), 96–115. https://doi.org/10.1177/0092070304267928
Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practices, challenges and future. Tourism Management Perspectives, 19, 150–154. https://doi.org/10.1016/j.tmp.2015.12.008
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Cheng, X., Fu, S., & de Vreede, G. J. (2019). Understanding trust influencing factors in social media communication: A qualitative study. International Journal of Information Management, 43, 54–68. https://doi.org/10.1016/j.ijinfomgt.2018.07.009
Clemes, M. D., Gan, C., & Zhang, J. (2007). Customer switching behaviour in the Chinese retail banking industry. International Journal of Bank Marketing, 25(5), 362–384. https://doi.org/10.1108/02652320710773374
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Hashim, A. J. M., & Musa, R. (2014). Factors influencing attitude towards halal cosmetic among young adult urban Muslim women. Procedia – Social and Behavioral Sciences, 130, 129–134. https://doi.org/10.1016/j.sbspro.2014.04.016
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Koc, F. (2024). Religiosity, trust and halal product choice: Evidence from Muslim consumers. Journal of Islamic Marketing, 15(2), 1–18. https://doi.org/10.1108/JIMA-09-2022-0281
Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76. https://doi.org/10.1108/17538390910946276
Lever, J., & Miele, M. (2012). The growth of halal meat markets in Europe: An exploration of the supply side theory of religion. Journal of Rural Studies, 28(4), 528–537. https://doi.org/10.1016/j.jrurstud.2012.06.001
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Masood, A. (2021). Halal cosmetics industry for sustainable growth: Evidence from Malaysia. International Journal of Business and Society, 22(2), 796–812.
Mohezar, S., Zailani, S., & Zainuddin, Y. (2016). Halal cosmetics adoption among young Muslim consumers in Malaysia: Religiosity concern. Global Journal Al-Thaqafah, 6(1), 47–58.
Moon, B. (1995). Paradigms in migration research: Exploring “moorings” as a schema. Population and Development Review, 21(3), 498–515. https://doi.org/10.2307/2137759
Mukhtar, A., & Butt, M. M. (2012). Intention to choose halal products: The role of religiosity. Journal of Islamic Marketing, 3(2), 108–120. https://doi.org/10.1108/17590831211232519
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058
Rafiki, A. (2024). Religiosity as a determinant of halal consumption: Insights from Muslim consumers. International Journal of Consumer Studies. Advance online publication. https://doi.org/10.1111/ijcs.12901
Subri, N. A. M., Wan Omar, W. M., & Ibrahim, N. M. (2022). Research trends and opportunities of halal cosmetic: A systematic literature review. International Journal of Academic Research in Business and Social Sciences, 12(1), 13–34. https://doi.org/10.6007/IJARBSS/v12-i1/12168
Swidi, A., Wie, C., Hassan, M. G., Al-Hosam, A., & Mohd Kassim, A. W. (2014). The mainstream cosmetics industry in Malaysia and the emergence, growth, and prospects of halal cosmetics. Procedia – Social and Behavioral Sciences, 121, 123–135. https://doi.org/10.1016/j.sbspro.2014.01.1129
Vermorel, C., Michel, G., & Guévremont, A. (2022). Brand distrust and switching behaviour in digital environments. Journal of Consumer Behaviour, 21(3), 567–582. https://doi.org/10.1002/cb.2016
Wilson, J. A. J., & Liu, J. (2011). The challenges of Islamic branding: Navigating emotions and halal. Journal of Islamic Marketing, 2(1), 28–42. https://doi.org/10.1108/17590831111115222
Worthington, E. L., Jr., Wade, N. G., Hight, T. L., Ripley, J. S., McCullough, M. E., Berry, J. W., … O’Connor, L. (2003). The Religious Commitment Inventory–10: Development, refinement, and validation. Journal of Counseling Psychology, 50(1), 84–96. https://doi.org/10.1037/0022-0167.50.1.84
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
