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.

	PDF (Naskah Publikasi) np mona.pdf Download (731kB)
	PDF (Halaman Depan) H DEPAN.pdf Download (982kB)
	PDF (Bab I) BAB I.pdf Download (340kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (377kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (283kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (312kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (99kB) | Request a copy
	PDF (Daftar Pustaka) DAPUS.pdf Download (171kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (556kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) PERNYATAAN.pdf Restricted to Repository staff only Download (320kB) | Request a copy

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

Actions (login required)

View Item