PENGARUH HALAL BRAND IMAGE, CELEBRITY ENDORSE DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN WARDAH (STUDI PADA MILENIAL MUSLIM DI KECAMATAN NGRAMPAL SRAGEN)

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PENGARUH HALAL BRAND IMAGE, CELEBRITY ENDORSE DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN WARDAH (STUDI PADA MILENIAL MUSLIM DI KECAMATAN NGRAMPAL SRAGEN)

Zelika nur afifah - Nama Orang; ASEP MAULANA ROHIMAT - Nama Orang;

ABSTRACT

The research aims to determine the effect of Halal brand image, Celebrity
Endorse and Religiosity on purchasing decisions (millennial moslem in
Subdistrict Ngrampal Sragen). This research wa conducted in the Subdistrict
Ngrampal Sragen. This research uses a Convenience Sampling technique with a
sampel of 200 respondents.
This research uses quantitative research methods by using SPSS 25.0
application as a meang of calculating the data that has beeb obtained. This
research use 4 variabels. The indepedent variables are Halal brand image,
Celebrity Endorse and Religiosity, while the dependent variable is purchasing
decisions.
The result of this research indicatethat simultaneously Halal brand image,
Celebrity Endorse and Religiosity with the calculated F value (144,565) is
greater than F table (2,65). Partially the Halal brand image, Celebrity Endorse
and Religiosity have a significant effect on purchasing secisions. However,
judging by the result of descriptive statistic, the most influential is the Religiosity
variable caused by the regarding consumers' views on the quality of MUI's halal
products. This can be concluded if the Halal Brand Image is about the Halal
Image of the company, as well as the presence of Celebrity endorse regarding the
extent of celebrity endorsers' popularity in advertising products.
Keyword: Halal brand image, Celebrity Endorse and Religiosity
purchasing decisions.

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Informasi Detail

Judul Seri: -
No. Panggil: 2X6.3 ZEL p 23
Penerbit: SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023
Deskripsi Fisik: 21 cm, 137 halaman
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 2X6.3
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: -
Subjek: Manajemen Bisnis Syariah
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Zelika nur afifah

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BAB I_195211040

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