Pengaruh Pengetahuan dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Halal Niat Beli Sebagai Variabel Mediasi

Putri, Diah Lisna and , Muhammad Sholahuddin, S.E, M.S.i (2021) Pengaruh Pengetahuan dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Halal Niat Beli Sebagai Variabel Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of knowledge and brand image on purchasing decisions through purchase intentions. This study was conducted on female consumers who have bought or want to buy halal cosmetic products, aged over 18 years, and domiciled in Surakarta using a total sample of 112 respondents. The sampling technique is probability sampling and the number of respondents is determined using the Hair formula, namely the number of indicators multiplied by 5-10. The data analysis technique used is SEM-PLS whose calculations are assisted by the SmartPLS 3.0 program. The evaluation analysis of the Partial Least Square (PLS) model was carried out by evaluating the outer model and evaluating the inner model. The novelty of this study states that brand image has a significant positive effect on purchasing decisions and purchase intentions of halal cosmetics in Surakarta. While knowledge has no significant negative effect on purchasing decisions through the intention to buy halal cosmetics in Surakarta. The implication of this research is that knowledge does not have a significant effect on purchasing decisions for halal cosmetics through purchase intentions, so the promotion of halal cosmetics is emphasized on brand image.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Knowledge, Brand Image, Purchase Intention, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DIAH LISNA PUTRI
Date Deposited:	06 Aug 2021 04:29
Last Modified:	06 Aug 2021 04:29
URI:	http://eprints.ums.ac.id/id/eprint/92639

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