@phdthesis{umbprints96794,
           month = {June},
           title = {PENGARUH KUALITAS PRODUK, LABEL HALAL, DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC
Studi Pada Konsumen Generasi Z},
          school = {Universitas Mercu Buana Jakarta},
          author = {NABILA KHAIRUNNISA},
            year = {2025},
        keywords = {Kualitas Produk, Label Halal, Social Media Marketing, Keputusan Pembelian, Kosmetik.},
             url = {http://repository.mercubuana.ac.id/96794/},
        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.}
}