Pengaruh Brand Ambassador Wanita Berhijab, Labelisasi Halal, Dan Keamanan Produk Terhadap Keputusan Pembelian Kosmetik Wardah

Sari, Desita and -, Drs. Wiyadi, M.M., Ph.D. (2021) Pengaruh Brand Ambassador Wanita Berhijab, Labelisasi Halal, Dan Keamanan Produk Terhadap Keputusan Pembelian Kosmetik Wardah. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of female hijab brand ambassadors, halal labeling, and product safety on purchasing decisions for Wardah cosmetics. The sample in this study were 151 respondents who were Wardah cosmetic users in Solo Raya and had worn the hijab. The type of data used in this study is primary data. The data collection method used a questionnaire. The data analysis method used in this research is validity test, reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination, model accuracy test (F test), estimation parameter accuracy test or hypothesis test (t test). The results of the analysis in this study indicate that the brand ambassadors of women who wear hijab have a positive and significant effect on purchase decisions, halal labeling has a positive and significant effect on purchasing decisions, product safety has a positive and significant effect on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Hijab Woman Brand Ambassador, Halal Labeling, Product Safety, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DESITA SARI
Date Deposited:	14 Aug 2021 07:23
Last Modified:	14 Aug 2021 07:23
URI:	http://eprints.ums.ac.id/id/eprint/93298

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