PUTRI, SARAH YUDITHIA (2024) PENGARUH INOVASI PRODUK, CITRA MEREK, LABEL HALAL DAN RELIGIOSITAS TERHADAP MINAT BELI (STUDI PADA PRODUK SKINCARE LOKAL SCARLETT WHITENING). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to examine the influence of product innovation, brand image, halal labels and religiosity on interest in purchasing Scarlett whitening skin care products, a case study among the people of the West Jakarta Administrative City area. The population in this study are consumers of Scarlett whitening products in the West Jakarta Administrative City area. This research was conducted using a quantitative descriptive approach. The data analysis method used in this research is the Structural Equation Model (SEM) with the Smart-PLS 4.0 analysis tool. The sampling used was purposive sampling, namely taking samples from respondents who were deliberately selected and had fulfilled the criteria that had been determined with a sample size of 135 respondents. The data collection technique uses primary data by distributing questionnaires via Google Form. The results of this research show that product innovation has a positive and significant effect on purchase interest, brand image has a positive effect on purchase interest, halal labels have a positive and significant effect on purchase interest and religiosity has a positive and significant effect on purchase interest. Keywords : Product Innovation, Brand Image, Halal Label and Religiosity Penelitian ini bertujuan untuk menguji pengaruh inovasi produk, citra merek, label halal dan religiositas terhadap minat pembelian produk perawatan kulit pemutih Scarlett studi kasus pada masyarakat wilayah Kota Administrasi Jakarta Barat. Populasi dalam penelitian ini adalah konsumen produk pemutih Scarlett di wilayah Kota Administrasi Jakarta Barat. Penelitian ini dilakukan dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS 4.0. Pengambilan sampel yang digunakan adalah purposive sampling yaitu pengambilan sampel dari responden yang sengaja dipilih dan telah memenuhi kriteria yang telah ditentukan dengan jumlah sampel sebanyak 135 responden. Teknik pengumpulan data menggunakan data primer dengan menyebarkan kuesioner melalui Google Form. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap minat beli, citra merek berpengaruh positif terhadap minat beli, label halal berpengaruh positif dan signifikan terhadap minat beli dan religiositas berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Inovasi Produk, Citra Merek, Label Halal Dan Religiositas.
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