SKRIPSI MBS

PENGARUH RELIGIUSITAS, LABEL HALAL, DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

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ABSTRACT

The purpose of this study was to determine the effect of Religiosity,
Halal Label, and Celebrity Endorser on purchasing decisions of Wardah
Cosmetics. The population used in this study is a student of the Faculty of
Economics and Islamic Business Uin Raden Mas Said Surakarta with a sample of
140 respondents. Method data collection used is a questionnaire. The sampling
technique is non-probability sampling with purposive sampling method (purposive
sampling. Data analysis technique with multiple linear regression using SPSS 23
application.
The dependent variable (Y) of this study is the purchase decision, while the
independent variable (x) is religiosity, halal label and celebrity endorser. The
method applied in this study uses multiple linear regression analysis which shows
that religiosity has a significant effect on purchasing decisions, for the halal label
variable there is also a significant influence on purchasing decisions, and for the
celebrity endorser variable it also has a significant effect on purchasing
decisions. From the results of this study, it can be concluded that all independent
variables (religiosity, halal label, and celebrity endorser) can affect the dependent
variable (purchase decision)
Keywords: Religosity, Halal Label, Celebrity Endorser, Purchase Decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DWI p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 91 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dwi Prihantini

Versi lain/terkait

Lampiran Berkas

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