PENGARUH KUALITAS PRODUK, LABEL HALAL, DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC Studi Pada Konsumen Generasi Z

KHAIRUNNISA, NABILA (2025) PENGARUH KUALITAS PRODUK, LABEL HALAL, DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC Studi Pada Konsumen Generasi Z. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to test and analyze the effect of product quality, halal labels and social media marketing on purchasing decisions of Somethinc products in Generation Z consumers. Sampling in this study used the Purposive Sampling Technique with a sample size of 180 respondents. This study is a quantitative study with a data collection method through a Google Form questionnaire, and analyzed using the Structural Equation Modeling (SEM) method using SmartPLS 3.0. The results showed that product quality had a positive and significant effect on purchasing decisions, halal labels had a positive but not significant effect on purchasing decisions, social media marketing had a positive and significant effect on purchasing decisions. Keywords: Product Quality, Halal Label, Social Media Marketing, Purchasing Decisions, Cosmetics Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, label halal dan social media marketing terhadap keputusan pembelian produk Somethinc studi pada konsumen generasi Z. Pengambilan sample dalam penelitian ini menggunakan Teknik Purposive Sampling dengan jumlah sample 180 responden. Penelitian ini merupakan penelitian kuantitatif dengan metode pengumpulan data melalui kuesioner Google Form, dan dianalisis menggunakan metode Structural Equation Modeling (SEM) menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, label halal berpengaruh positif namun tidak signifikan terhadap keputusan pembelian, social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Label Halal, Social Media Marketing, Keputusan Pembelian, Kosmetik.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 240
NIM/NIDN Creators:	43121010292
Uncontrolled Keywords:	Kualitas Produk, Label Halal, Social Media Marketing, Keputusan Pembelian, Kosmetik.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 781 General Principles of Music and Musical Form/Prinsip-prinsip Umum Musik dan Bentuk-bentuk Musikal > 781.2 Elements of Music/Unsur-unsur Musik > 781.28 Texture/Tekstur
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	12 Aug 2025 08:15
Last Modified:	12 Aug 2025 08:15
URI:	http://repository.mercubuana.ac.id/id/eprint/96794

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