Pengaruh Label Halal, Religious Commitment, Brand Ambassador Dan Desin Produk Terhadap Keputusan Pembelian Kosmetik Wardah Studi Pada Mahasiswa Universitas Muhammadiyah Metro (original) (raw)
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Banyaknya produk kosmetik yang beredar di pasar berdampak pada meningkatnya persaingan antar industri kosmetik di Indonesia. Oleh karena itu, para perusahaan bersaing agar dapat menguasai pangsa pasarnya dan mengembangkan strategi pemasaran untuk meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorser dan brand image terhadap keputusan pembelian produk kosmetik Wardah di kalangan mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 175 responden sebagai sampel. Populasi dalam penelitian ini yaitu mahasiswa aktif Fakultas Ekonomi Universitas Tidar. Pengambilan sampel dilakukan berdasarkan metode purposive sampling dengan menetapkan jumlah sampel 10% dari total populasi. Data primer yang telah terkumpul dianalisis menggunakan analisis regresi linier berganda dengan aplikasi SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial dan simultan celebrity endorser dan brand imag...
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The reason for this study is to examine the impact of the religiosity, halal name and word of mouth on purchasing decisions. Religiosity, Halal Label, Word of Mouth, and Purchase Decision are the dependent variables analyzed in this study. The example utilized in this study comprised of 100 clients of Wardah restorative items. Through the distribution of questionnaires, the purposive sampling method was used for sampling. Validity and reliability tests, classical assumption tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression tests, model feasibility tests (F tests), individual parameter significance tests (t statistic tests), and coefficient tests were utilized in this study's data analysis. determination (R2) using the SPSS software. Word of mouth had a positive and significant impact on purchasing decisions, and religiosity had a positive and significant impact. Halal Label had a positive and significant effect.
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The purpose of this study was to determine: 1) Economic education students' perceptions of Wardah's brand image, 2) Economic education students' purchasing decisions for Wardah cosmetic products, 3) the influence of brand image on purchasing decisions of Wardah cosmetic products. The form of this research is a correlation study research with a quantitative approach. The population is Economic Education FKIP Untan students who use Wardah cosmetic products. Obtained a sample of 68 female students with saturated sampling technique. The data collection method used a questionnaire using google form which was then analyzed using a simple linear regression analysis technique. The results showed: 1) the brand image of Wardah's products was in a very high category with a percentage of 87.01%, 2) the decision to purchase Wardah cosmetic products for Economic Education students FKIP Untan was in a high category with a percentage of 74.48%, and 3) Brand image had an influence on...
Increasing public awareness in the running of living according Islamic religious rules, this affects consumer buying behavior. Consumers become selective in buying non food and food products with regards halal label. Promotion strategies are applied producers of halal products for positive impact of advertising messages can be delivered is primarily to use celebrities who have religious impression on her. The objective of this study is to analyze and explain the effect of halal label and celebrity endroses toward Purchase Decision. The research belongs to explanatory research. The samples are taken by using systematic random sampling. The size of samples determined 30 people. Population in this study is customers wardah who studied Muhammadiyah University of Ponorogo. Empirical data was collected through survey methodology. Data has been analyzed through Generalized Structured Component Analysis (GSCA). The findings of the study show: 1) Halal label significantly effect on Purchase ...