PENGARUH LABEL HALAL, KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER (Survei Pada Konsumen Pengguna Kosmetik Make Over di Pondok Aren, Tangerang Selatan)

NADYANTI, ANNISA (2019) PENGARUH LABEL HALAL, KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER (Survei Pada Konsumen Pengguna Kosmetik Make Over di Pondok Aren, Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of halal label, product quality and electronic word of mouth (ewom) towards purchase desicion. This research uses quantitative methods and a sample of 175 respondents who are using product cosmetic brand Make Over Customers in the Pondok Aren Tangerang Selatan area using purposive sampling method and the data obtained were analyzed by using PLS analysis technique (Partial Least Square) through the PLS software. The results of this study showed halal label has a unsignificant positive effect on the purchase desicion. Product quality have a significant positive effect on the purchase desicion and electronic word of mouth (ewom) has a significant positive effect on the purchase desicion. Keywords : Halal Label, Product Quality, Electronic Word of Mouth (EWOM), Buying Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh label halal, kualitas produk dan electronic word of mouth (ewom) terhadap keputusan produk kosmetik Make Over. Penelitian ini menggunakan metode kuantitatif dan samplenya berjumlah 175 yang telah menggunakan produk kosmetik brand Make Over di area Pondok Aren, Tangerang Selatan menggunakan metode snowball sampling dan data yang diperoleh dianalisis dengan menggunakan teknik analisis PLS (Partial Least Square) melalui software Smart PLS. Hasil penelitian ini menunjukkan bahwa label halal berpengaruh positif tidak signifikan terhadap keputusan pembelian. Kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian dan electronic word of mouth (ewom) berpengaruh positif signifikan terhadap keputusan pembelian. Keyword : Label Halal, Kualitas Produk, Electronic Word of Mouth (EWOM), Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 482
NIM: 43115010147
Uncontrolled Keywords: Label Halal, Kualitas Produk, Electronic Word of Mouth (EWOM), Keputusan Pembelian.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Dec 2019 07:21
Last Modified: 07 Jan 2020 03:28
URI: http://repository.mercubuana.ac.id/id/eprint/52844

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