ZAHRAWAANI, RANI (2022) PENGARUH RELIGIOSITAS, CITRA MEREK DAN KEPUASAN KONSUMEN TERHADAP MINAT BELI ULANG PRODUK KOSMETIK HALAL WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the effect of religiosity, brand image and consumer behavior on the repurchase intention of Wardah halal cosmetic products. The population in this study wasthe people of DKI Jakarta with a sample size of 150 which was determined using purposive sampling method. The data collection techniques were carried out using questionnaires and data processing was carried out using SPSS version 2.5 software. The results of this study found that religiosity had no effect on buying interest, brand image and consumer satisfaction had an effect on repurchasing interest in Wardah Cosmeticsproducts. Keywords : Religiosity, Brand Image, Consumer Loyalty, Repurchase Intention Penelitian ini bertujuan untuk menguji pengaruh religiositas, citra merek dan perilaku konsumen terhadap minat beli ulang produk kosmetik halal Wardah.Wardah Muncul sebagai Pioner Brand kosmetik halal di Indonesia. Populasi dalam penelitian ini adalah masyarakat DKIJakarta dengan ukuran sampel 150 yang ditentukan menggunakan metode purposive sampling. Adapun teknik pengumpulan data dilakukan menggunakan kuesioner dan olah data dilakukan dengan menggunakan perangkat lunak SPSS versi 2.5. Hasil penelitian ini mendapati bahwa religiositas tidak berpengaruh terhadap minat beli, citra merek dan kepuasan konsumen berpengaruh terhadap minat beli ulang produk Kosmetik Wardah Kata Kunci : Religiositas , Citra Merek, Kepuasan Konsumen, Minat Beli Ulang
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 22 293 |
| NIM/NIDN Creators: | 43118010303 |
| Uncontrolled Keywords: | Religiositas , Citra Merek, Kepuasan Konsumen, Minat Beli Ulang |
| Subjects: | 200 Religion/Agama > 200. Religion/Agama 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 05 Dec 2022 01:27 |
| Last Modified: | 05 Dec 2022 01:27 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/72170 |
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