KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MELALUI TOKO RITEL KOSMETIK ANALISIS RETAIL MARKETING MIX DAN HALAL AWARENESS: Survei pada Pelanggan Sociolla Store Kota Bandung

    Nadzira Azzahra, - (2024) KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MELALUI TOKO RITEL KOSMETIK ANALISIS RETAIL MARKETING MIX DAN HALAL AWARENESS: Survei pada Pelanggan Sociolla Store Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Tujuan dari penelitian ini adalah untuk memberikan gambaran dan menganalisis faktor-faktor berikut: harga, lokasi, keragaman produk, dan suasana toko dalam bauran ritel dan kesadaran halal terhadap keputusan pelanggan untuk membeli produk kosmetika halal di toko Sociolla di Bandung. Penelitian ini menggunakan pendekatan deskriptif-kausalitas dan menggunakan software SmartPLS untuk melakukan analisis PLS-SEM. Responden dalam penelitian ini adalah masyarakat Kota Bandung yang pernah membeli kosmetik di toko Sociolla di Bandung, dengan jumlah sampel sebanyak 261 responden. Hasil penelitian yang dilakukan pada analisis deskriptif telah menunjukan bahwa keseluruhan variabel termasuk dalam kategori tinggi. Kemudian, hasil penelitian menunjukan bahwa harga, lokasi, dan keragaman produk berpengaruh positif terhadap keputusan pembelian kosmetik di Sociolla store Bandung. Sementara itu, variabel suasana toko dan kesadaran halal tidak berpengaruh terhadap keputusan Pembelian kosmetik di Sociolla store Bandung. Implikasi dari penelitian ini yaitu Sociolla store kota bandung dapat mengoptimalisasikan strategi pemasaran ritel melalui perluasan segmentasi harga, persediaan stok barang yang dipenuhi, dan memilih lokasi dengan pertimbangan toko sejenis, serta kepada pemerintah untuk lebih memperhatikan persebaran kosmetik non-halal.

    The purpose of this study is to provide an overview and analyze the following factors: price, location, product diversity, and store atmosphere in the retail mix and halal awareness on customer decisions to buy halal cosmetics products at Sociolla stores in Bandung. This research uses a descriptive-causality approach and uses SmartPLS software to conduct PLS-SEM analysis. Respondents in this study were people in Bandung who had bought cosmetics at Sociolla stores in Bandung, with a total sample size of 261 respondents. The results of research conducted on descriptive analysis have shown that all variables are in the high category. Then, the results showed that price, location, and product diversity had a positive effect on cosmetic purchasing decisions at the Sociolla store in Bandung. Meanwhile, the variables of shop atmosphere and halal awareness have no effect on cosmetic purchasing decisions at the Sociolla store Bandung. The implication of this research is that the Sociolla store in Bandung can optimize retail marketing strategies through expanding price segmentation, stocking up on stock items, and choosing locations with consideration of similar stores, as well as to the government to pay more attention to the spread of non-halal cosmetics.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?user=Or4ja0kAAAAJ&hl=en ID SINTA Dosen Pembimbing: Hilda Monoarfa: 6150134 Rumaisah Azizah Al Adawiyah: 6722046
    Uncontrolled Keywords: Ritel Kosmetik, Kosmetik Halal, Bauran Pemasaran Ritel, Kesadaran Halal, Perilaku Pelanggan. Cosmetic Retailing, Halal Cosmetics, Retail marketing mix, Halal Awareness, Consumer behavior
    Subjects: H Social Sciences > HB Economic Theory
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
    Depositing User: Nadzira Azzahra
    Date Deposited: 01 Sep 2024 09:55
    Last Modified: 01 Sep 2024 09:55
    URI: http://repository.upi.edu/id/eprint/121187

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