Pengaruh Harga, Kualitas Produk, Kualitas Pelayanan dan Celebrity Endorser Terhadap Keputusan Pembelian Kosmetik Halal

Eka Sri Handayani, Mona and , Muhammad Sholahuddin, S.E., MSi. (2020) Pengaruh Harga, Kualitas Produk, Kualitas Pelayanan dan Celebrity Endorser Terhadap Keputusan Pembelian Kosmetik Halal. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of price, product quality, service quality, and celebrity endorser on the decision to purchase halal cosmetics. The population in this study is the people who have purchased halal cosmetic products. The sampling technique uses a purposive sampling method with a sample of 100 respondents. The method of data analysis uses multiple linear regression. The results of the analysis showed that price, product quality, service quality and celebrity endorsers had a positive and significant effect on purchasing decisions. The results of this study that distinguishes from previous research is the use of public subjects who use free cosmetics without regard to halal labeling, while this study the author analyzes cosmetics products that are labeled halal with consumer subjects using halal cosmetics. This research contributes to science in the field of marketing, especially halal labeling on cosmetic products as seen from the influence of price, product quality, service quality and celebrating endorser on the decision to purchase halal cosmetics in Indonesia.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Price, Product Quality, Service Quality, Celebrity Endorser and Purchasing Decisions
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MONA EKA SRI HANDAYANI
Date Deposited: 15 Jul 2020 03:06
Last Modified: 15 Jul 2020 03:06
URI: http://eprints.ums.ac.id/id/eprint/83456

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