NURFATIHAH, SITI (2024) PENGARUH CITRA MEREK, HARGA, DAN LABEL HALAL TERHADAP MINAT BELI PRODUK MS GLOW (Studi pada Pembeli Skincare Ms Glow). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to test and analyze the influence of brand image, price, and halal labels on consumers' buying interest in MS Glow products in Jabodetabek. The population in this study is all Greater Jakarta consumers who are interested in purchasing Ms Glow Skincare products. The research sample was 140 respondents aged 18-30 years. The method used is the nonprobability sampling method with the purposive sampling technique. This study uses a descriptive quantitative approach. Data collection was carried out through a questionnaire using indicator statements in the study. Data analysis using Partial Least Squares Structural Equation Modeling PLS 4.0. The results of the study showed that brand image had a positive and significant effect on consumer buying interest in Ms Glow products, price had a positive and significant effect on consumer buying interest in Ms Glow products, and halal labels significantly had a significant positive influence on consumer buying interest in MS Glow products in Jabodetabek Keywords: Brand Image, Price, Halal Label, Purchase Intention. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh citra merek, harga, dan label halal terhadap minat beli konsumen terhadap produk MS Glow di Jabodetabek. Populasi dalam penelitian ini adalah seluruh konsumen Jabodetabek yang memiliki minat pembelian produk Skincare Ms Glow. Sampel penelitian berjumlah 140 responden berusia 18-30 tahun. Metode yang digunakan metode nonprobability sampling dengan teknik purposive sampling. Penelitian ini menggunakan pendekatan kuantitatif deskriptif. Pengumpulan data dilakukan melalui kuesioner dengan menggunakan pernyataan indikator dalam penelitian. Analisis data menggunakan Partial Least Squares Structural Equation Modeling PLS 4.0. Hasil pada penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap minat beli konsumen produk Ms Glow, harga berpengaruh positif dan signifikan terhadap minat beli konsumen produk Ms Glow, dan label halal secara signifikan memberikan pengaruh positif signifikan terhadap minat beli konsumen terhadap produk MS Glow di Jabodetabek Kata Kunci: Citra Merek, Harga, Label Halal, Minat Beli.
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