PENGARUH EKUITAS MEREK, LABEL HALAL DAN BEAUTY INFLUENCER TERHADAP MINAT BELI KOSMETIK WARDAH (Studi Pada Generasi-Z di Jakarta)

ELFADILLA, DWINA (2025) PENGARUH EKUITAS MEREK, LABEL HALAL DAN BEAUTY INFLUENCER TERHADAP MINAT BELI KOSMETIK WARDAH (Studi Pada Generasi-Z di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of brand equity, halal labeling, and beauty influencers on the purchase intention of Wardah cosmetics among Generation Z in Jakarta. The population of this study comprises Generation Z individuals residing in Jakarta. The sample consists of 177 respondents, determined using Hair’s formula. The sampling technique employed is purposive sampling. Data were collected through a survey method using a questionnaire as the research instrument. Data analysis was conducted using Partial Least Squares (PLS). The findings of this study indicate that brand equity has a positive influence on the purchase intention of Wardah cosmetics. Halal labeling also has a positive impact on the purchase intention of Wardah cosmetics. Furthermore, beauty influencers positively affect the purchase intention of Wardah cosmetics. The purposive sampling method was applied with specific criteria: respondents were individuals familiar with halal cosmetic products, particularly the Wardah brand. Data collection was conducted through questionnaires, and the data were analyzed using SmartPLS. The results demonstrate that brand equity has a positive and significant effect on the purchase intention of Wardah products. Halal labeling also has a positive and significant influence on purchase intention, highlighting the importance of halal aspects in purchasing decisions, especially in predominantly Muslim markets. Beauty influencers similarly exert a positive and significant impact on the purchase intention of Wardah products. Keywords: Brand Equity, Halal Labeling, Beauty Influencers, Purchase Intention, Generation Z. Penelitian ini bertujuan untuk menganalisis pengaruh ekuitas merek, label halal, dan beauty influencer terhadap minat beli kosmetik Wardah pada generasi z di Jakarta. Populasi dalam penelitian ini adalah generasi z di Jakarta. Sampel yang dipergunakan adalah sebanyak 177 responden, dihitung berdasarkan rumus Hair. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan datan menggunakan metode survey, dengan instrumen penelitian ini adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa ekuitas merek berpengaruh positif terhadap minat beli pada kosmetik Wardah. Label halal berpengatuh positif terhadap minat beli kosmetik Wardah. Beauty influencer berpengaruh positif terhadap minat beli kosmetik Wardah. Metode penarikan sampel menggunakan purposive sampling. Purposive kriteria responden yang dipilih yaitu individu yang mengenal produk kosmetik halal, terutama merek Wardah. Metode pengumpulan data menggunakan Kuesioner. Metode analisis data menggunakan Smart-PLS. Hasil penelitian ini membuktikan bahwa ekuitas merek berpengaruh positif dan signifikan terhadap minat beli produk Wardah. label halal berpengaruh positif dan signifikan terhadap minat beli produk Wardah, menunjukkan pentingnya aspek kehalalan dalam keputusan pembelian, terutama di pasar yang mayoritas muslim.. beauty influencer berpengaruh positif dan signifikan terhadap minat beli produk Wardah. Kata Kunci : Ekuitas Merek, Label Halal, Beauty Influencer, Minat Beli, Generasi Z

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 347
NIM/NIDN Creators:	43121110023
Uncontrolled Keywords:	Ekuitas Merek, Label Halal, Beauty Influencer, Minat Beli, Generasi Z
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 > 658.8 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 > 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	13 Oct 2025 05:11
Last Modified:	13 Oct 2025 05:11
URI:	http://repository.mercubuana.ac.id/id/eprint/99114

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