PENGARUH CITRA MEREK, LABELISASI HALAL, DAN PROMOSI TERHADAP MINAT BELI PADA PRODUK WARDAH

FITRIANI, ADELLA MULIA (2025) PENGARUH CITRA MEREK, LABELISASI HALAL, DAN PROMOSI TERHADAP MINAT BELI PADA PRODUK WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to test and analyze the influence of brand image, halal labeling, and promotion on purchasing interest in Wardah products. This type of research is quantitative research. The dependent variable in this study is the purchase interest of Wardah products, while the independent variables in this study are brand image, halal labeling and promotion. The population in this study were Mercu Buana students who knew Wardah cosmetics. The sample used was 140. The sampling method used purposive sampling. The purposive criteria for the respondents selected were individuals who used or had experience with halal cosmetic products, especially the Wardah brand. The data collection method used survey. The data collection method used a questionnaire distribution instrument. The data analysis method used SEM. The results of this study prove that brand image has a positive and significant effect on purchasing interest in Wardah products. halal labeling has a positive and significant effect on purchasing interest in Wardah products, showing the importance of the halal aspect in purchasing decisions, especially in markets that are predominantly Muslim. Promotion has a positive and significant effect on purchasing interest in Wardah products. Keywords: Brand Image, Halal Label, Promotion, Purchase Interest, Wardah Penelitian ini bertujuan untuk menguji serta menganalisis pengaruh citra merek, labelisasi halal, dan promosi terhadap minat beli pada produk Wardah. Jenis penelitian ini adalah penelitian kuantitatif. Variabel terikat dalam penelitian ini adalah minat beli produk Wardah, sedangkan variabel Bebas dalam penelitian ini adalah citra merek, labelisasi halal dan promosi. Populasi dalam penelitian ini Mahasiswa/I Mercu buana yang mengetahui Wardah kosmetik. Sampel yang dipergunakan adalah sebanyak 140. Metode penarikan sampel menggunakan purposive sampling. Purposive kriteria responden yang dipilih yaitu individu yang menggunakan atau memiliki pengalaman dengan produk kosmetik halal, terutama merek Wardah. Metode pengumpulan data menggunakan survey. Metode analisis data menggunakan SEM. Hasil penelitian ini membuktikan bahwa citra merek berpengaruh positif dan signifikan terhadap minat beli produk Wardah. labelisasi halal berpengaruh positif dan signifikan terhadap minat beli produk Wardah, menunjukkan pentingnya aspek kehalalan dalam keputusan pembelian, terutama di pasar yang mayoritas muslim.. Promosi berpengaruh positif dan signifikan terhadap minat beli produk Wardah. Kata kunci: Citra Merek, Label Halal, Promosi, Minat Beli, Wardah

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 042
NIM/NIDN Creators:	43120010227
Uncontrolled Keywords:	Citra Merek, Label Halal, Promosi, Minat Beli, Wardah
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.69 Labels and Match Covers/Label 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	08 Feb 2025 04:21
Last Modified:	08 Feb 2025 04:21
URI:	http://repository.mercubuana.ac.id/id/eprint/94015

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