Bagas Ahmad Fauzian, - (2024) ANALISIS PENGARUH LABEL HALAL DAN BRAND IMAGE TERHADAP PURCHASE DECISION KOSMETIK EMINA DENGAN RELIGIOSITY SEBAGAI VARIABEL MODERASI: Survei pada Generasi-Z di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh label halal dan citra merek terhadap keputusan pembelian produk kosmetik Emina dengan religiositas sebagai variabel moderasi. Penelitian ini dilakukan pada generasi Z di Kota Bandung, yang dipilih sebagai subjek penelitian karena representatif dan relevan terhadap produk yang dikaji. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif dan menggunakan teknik analisis Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan responden berjumlah 320 responden.Hasil penelitian menunjukkan bahwa label halal dan citra merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, religiositas terbukti memoderasi pengaruh label halal dan citra merek terhadap keputusan pembelian secara signifikan. Temuan ini menegaskan bahwa faktor-faktor religiositas memainkan peran penting dalam memperkuat hubungan antara label halal, citra merek, dan keputusan pembelian, terutama di kalangan generasi Z yang cenderung lebih sadar akan nilai�nilai agama.Implikasi praktis dari penelitian ini adalah bahwa produsen kosmetik, khususnya Emina, perlu mempertimbangkan peningkatan label halal dan citra merek dalam strategi pemasaran mereka. Selain itu, memperhatikan aspek religiositas dalam komunikasi pemasaran dapat meningkatkan keputusan pembelian konsumen. This research aims to analyze the influence of halal label and brand image on the purchase decision of Emina cosmetic products with religiosity as a moderating variable. This study was conducted on Generation Z in Bandung City, who were selected as research subjects because they are representative and relevant to the products being studied. The research method used is a survey with a quantitative approach and using the Structural Equation Modeling-Partial Least Square (SEM�PLS) analysis technique with 320 repsondent. The results show that the halal label and brand image have a positive and significant influence on purchase decisions. Additionally, religiosity significantly moderates the influence of the halal label and brand image on purchase decisions. These findings confirm that religiosity factors play an important role in strengthening the relationship between the halal label, brand image, and purchase decisions, especially among Generation Z who tend to be more aware of religious values. The practical implications of this research are that cosmetic producers, especially Emina, need to consider improving the halal label and brand image in their marketing strategies. Furthermore, paying attention to the aspect of religiosity in marketing communications can enhance consumer purchase decisions
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Bagas+Ahmad+Fauzian# ID SINTA Dosen Pembimbing Mokh. Adib Sultan: 6002446 Eka Surachman: 5979141 |
| Uncontrolled Keywords: | Label halal, Brand Image, Religiousity, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Bagas Ahmad Fauzian |
| Date Deposited: | 02 Oct 2024 00:57 |
| Last Modified: | 02 Oct 2024 00:57 |
| URI: | http://repository.upi.edu/id/eprint/126043 |
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