The Effect Of Beauty Influencer, Brand Image, And Halal Labeling Toward Halal Product Of Wardah Cosmetics

Bisri, Lisandra Anandhita and , Kussudyarsana, S.E., M.Si., Ph.D. (2022) The Effect Of Beauty Influencer, Brand Image, And Halal Labeling Toward Halal Product Of Wardah Cosmetics. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The development of the cosmetic industry is experiencing a fairly rapid development. This can be seen from the number of cosmetic products that are developing with high innovation to attract consumers. This study was to analyze the influence of beauty influencers, brand image, halal label on purchasing decisions. This research was conducted on female consumers who have bought want to buy Wardah cosmetic products. The data collection method used a questionnaire with a sample of 159 respondents and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. Based on the results of the analysis and discussion of the resulting data, the influence of beauty influencers, brand image, and halal labels on purchasing decisions shows that: (1) beauty influencers significantly influence purchasing decisions. (2) beauty influencers significantly affect brand image. (3) beauty influencers have a significant effect on purchasing decisions through brand image. (4) Halal label significantly influences purchasing decisions. (5) Halal label significantly affects brand image. (6) the halal label has a significant effect on purchasing decisions through brand image. (7) brand image significantly influences purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Beauty Influencer, Brand Image, Halal Labeling, Purchase Decision
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username b101173021
Date Deposited:	25 Feb 2022 02:28
Last Modified:	25 Feb 2022 02:33
URI:	http://eprints.ums.ac.id/id/eprint/98725

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