PENGARUH LABEL HALAL, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH (Studi Kasus Pada Konsumen Produk Wardah di Kota Tangerang)

OKTAVIA, DIAN AYU (2023) PENGARUH LABEL HALAL, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH (Studi Kasus Pada Konsumen Produk Wardah di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of the halal label, brand image and product quality on the purchase decision of Wardah products for consumers of Wardah products in Tangerang City. The population in this study are users of Wardah products in Tangerang City. The sample used was 154 respondents using Wardah products. In this study, the sampling technique used was Non-Probability Sampling and the type of sampling design in this study was purposive sampling. The data collection method in this study was to use a questionnaire (questionnaire). In this study, the data analysis method used SPSS software or Statistical Package for the Social Sciences Method Version 2.5. The results of this study found that the halal label, brand image and product quality had a positive and significant effect on the decision to purchase Wardah halal cosmetic products. Keywords: Halal Label, Brand Image, Product Quality, Purchase Decision. Penelitian ini bertujuan untuk menguji pengaruh label halal, citra merek dan kualitas produk terhadap keputusan pembelian produk Wardah pada konsumen produk Wardah di Kota Tangerang. Populasi dalam penelitian ini adalah pengguna produk Wardah di Kota Tangerang. Sampel yang dipergunakan adalah sebanyak 154 responden pengguna produk Wardah. Dalam penelitian ini, teknik pengambilan sampel yang digunakan adalah Non-Probability Sampling dan Jenis desain pengambilan sampel dalam penelitian ini adalah purposive sampling. Metode pengumpulan data dalam penelitian ini adalah dengan menggunakan kuesioner (angket). Dalam penelitian ini juga metode analisis data menggunakan software SPSS atau Statistical Package for the Social Sciences Metode Versi 2.5. Hasil penelitian ini mendapati bahwa label halal, citra merek dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik halal Wardah. Kata Kunci: Label Halal, Citra Merek, Kualitas Produk, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 220
Call Number: SE/31/23/308
NIM/NIDN Creators: 43119010067
Uncontrolled Keywords: Label Halal, Citra Merek, Kualitas Produk, Keputusan Pembelian.
Subjects: 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 > 658.6 Quality Management/Manajemen Kualitas
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: 30 Sep 2023 01:56
Last Modified: 30 Sep 2023 01:56
URI: http://repository.mercubuana.ac.id/id/eprint/81099

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