PENGARUH PERCEIVED BEHAVIOR CONTROL, GAYA HIDUP DAN KESADARAN MEREK TERHADAP MINAT BELI PRODUK KOSMETIK/PERAWATAN WAJAH HALAL DI KALANGAN WANITA JAKARTA

HANDIKA, DIANA SUSIANY (2021) PENGARUH PERCEIVED BEHAVIOR CONTROL, GAYA HIDUP DAN KESADARAN MEREK TERHADAP MINAT BELI PRODUK KOSMETIK/PERAWATAN WAJAH HALAL DI KALANGAN WANITA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was to analyze the effect of perceived behavior control, lifestyle and brand awareness on the interest in purchasing halal cosmetics / facial care products among Jakarta women. The object of this research is female students at Mercubuana Meruya University, West Jakarta. This research was conducted on 105 respondents using a quantitative descriptive approach. Determination of the sample size using the incidental sampling technique. Methods of data collection using a survey method, with the research instrument is a questionnaire. The approach used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. This study proves that perceived behavior control has a positive and significant effect on purchase intention. Lifestyle has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on purchase intention. Keywords: Perceived Behavior Control, Lifestyle, Brand Awareness, Purchase Intention Penelitian ini untuk menganalisis pengaruh perceived behavior control, gaya hidup dan kesadaran merek terhadap minat beli produk kosmeti/perawatan wajah halal di kalangan wanita jakarta. Objek penelitian ini adalah mahasiswi di universitas mercubuana meruya Jakarta Barat. Penelitian ini dilakukan terhadap 105 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik incidental sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. penelitian ini membuktikan bahwa perceived behavior control berpengaruh positif dan signifikan terhadap minat beli. Gaya hidup berpengaruh positif dan signifikan terhadap minat beli. Kesadaran merek berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Perceived Behavior Control, Gaya Hidup, Kesadaran Merek, Minat Beli

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