THE CLUSTERING OF CONSUMER HALAL AWARENESS CASE: COSMETIC PRODUCTS
4. RESULTS
In this study, 200 respondents were used and all of them were cosmetics user communities. Consumer behavior data in this study were conducted based on demographic characteristics, the importance of the existence of halal certificates, halal awareness. Cosmetic products today are a necessity that is needed in everyday life. Based on the questionnaire data 40% of respondents must have purchased the product in a month even though the amount was uncertain.
Followed by 1-3 purchases with a percentage of 24%. When viewed from demographic characteristics, the majority of respondents were at the age of 16-25
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years old 42% and respondents aged 36-45 years as much as 31%, in the first and second age groups most of whom made certain purchases in one month but in an uncertain amount male respondents make purchases 4 or more times a month while the majority of female respondents make purchases in a month but not necessarily. Based on other demographic characteristics, most of the respondents were family members and also made purchases in an uncertain number of months.. Respondents with an expenditure of no more than IDR 4,500,000 per month by making purchases every month with an uncertain amount
Table 1. Demographic Characteristics Based on Frequency of Cosmetic Purchases
Based on the table below, it can be seen that 6% of all respondents always buy cosmetic products with the MUI halal label. The most answer was respondents who stated that they had never bought cosmetics with a halal label for 39% and the second most answer was never knowing that they had bought cosmetics with a halal label. Both of these data indicate that there are conflicting conditions on the one hand which consider the existence of a halal label important and during the decision-making process, but when the final decision on product
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selection, halal labels have not become a top priority, there are still 22% of respondents who have never bought cosmetics with MUI's halal label
Table 2. Importance of the existence of Halal Certificates in Cosmetic Products
The level of importance of the existence of a Halal Certificate
Very unimportant 14 7%
Not important 8 4%
Neutral 54 27%
Important 47 24%
Very important 77 39%
Total 200 100%
Table 3. Cosmetics Buying Behavior
Purchasing Behavior Frequency Persentage
Always buy products with the halal label MUI 11 6%
Sometimes buying products with the halal label MUI 26 13%
Ever bought a product with the halal label MUI 37 19%
Never bought a product with the halal label MUI 78 39%
Never knew that I had ever bought a product with MUI’s halal
certificate 44 22%
Never knew of a product with a halal certificate MUI 4 2%
Cluster analysis classifies respondents based on their resemblance to certain clusters. The results of this study respondents were grouped into four clusters based on demographic characteristics, namely age and average expenditure per month. Based on the results of the clustering presented in the table below::
Table 4 Final Cluster Centers Final Cluster Centers
Cluster
1 2 3 4
Zscore: Age .92547 -.58017 .91922 -.90195
Zscore: Expenditures at Average -.18035 2.98029 1.92746 -.44966 Based on the age of the respondents, it can be seen that cluster members 1
and 3 have an average age above the average age of all respondents and respondents belonging to clusters 2 and 4 are respondents who have an average below the average age of respondents. For the monthly expenditure category, it appears that respondents in cluster 1 and 4 are respondents who have expenditures below the total average while respondents in cluster 2 and 3 are respondents who have a monthly average expenditure above the total average. If it is concluded based on these two categories that respondents in cluster 1 are respondents older than the average age and have lower-incomes, in cluster 2 they have a younger age and have higher expenditure and in group 3 are older respondents. from average and have higher expenditure while in cluster 4 are respondents who are
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younger and have lower expenditure. Based on the results in the final clustering table, it is estimated that the average age and expenditure of respondents per month can be seen in the table below. Table 5 shows that the average age of respondents in cluster 1 was 41 years with an average monthly expenditure of Rp.
4,204,819, the average age of 41 years was also owned by respondents in cluster 3, but it has a higher monthly average expenditure of 13,571,429. It can be seen that with the same age respondents in clusters 1 and 3 have different lifestyles.
The same thing happened to respondents in clusters 2 and 4 whom both had an average age of 21 years but in cluster 2 had a monthly expenditure of 18,250,000 and in cluster 4 had an average expenditure per month of Rp. 3,008,065
Table 5. Average Age and Monthly Expenditure based on Cluster Results
Cluster Age Monthly expenditure (IDR)
1st 41 4,204,819
2 st 24 18,250,000
3 st 41 13,571,429
4 st 21 3,008,065
The level of consumer interest in the existence of halal labeled cosmetic products in the table below shows that respondents in clusters 1 and 4 share the same perception of assuming that this is something very important. For respondents in clusters 2 and 3 who have higher expenditure levels than the average respondents overall, choosing answers in important categories in a very important direction, from these conditions it can be seen that there was no difference in response compared to the two previous clusters.
Table 6. The Importance of Product Selection Based on Clusters Perception of product selection with
halal label
Cluster
1st % 2st % 3st % 4st Total Very unimportant 5 6% 0 0% 2 14% 7 14 7%
Not important 3 4% 0 0% 2 14% 3 8 4%
Neutral 19 23% 4 40% 3 21% 28 54 27%
important 18 22% 5 50% 5 36% 19 47 24%
Very important 38 46% 1 10% 2 14% 36 77 39%
Total 83 100% 10 100% 14 100% 93 200 100%
The Halal Awareness level in this study was seen based on four indicators, namely religious orientations, exposure, Role of the halal certificate, and Heath reasons. Based on the table below, it can be seen from the religious orientation respondents who belong to clusters 1 and 4 who have a very high level of confidence that it is imperative to use halal labeled products. It was seen that 66%
and 57% of respondents in cluster 1 and 4 chose strongly to agree with the statement. In the exposure category, the response was almost uniform across all clusters. It illustrated that respondents were very aware that halal labeled products had been on the market. On the third indicator, namely the Role of halal certification, which illustrates that respondents understand the necessity to use
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halal products based on Islamic teachings in accordance with the data obtained in table 7 that respondents in all four clusters have the same perception of halal products.