KEPUTUSAN PEMBELIAN SKINCARE THE ORIGINOTE: Analisis Pengaruh Viral Marketing, Halal Awareness dan Celebrity Endorser dengan Religiositas dan Kepercayaan sebagai Variabel Intervening

    Irena Dwi Febriani, - and Juliana, - and Ripan Hermawan, - (2025) KEPUTUSAN PEMBELIAN SKINCARE THE ORIGINOTE: Analisis Pengaruh Viral Marketing, Halal Awareness dan Celebrity Endorser dengan Religiositas dan Kepercayaan sebagai Variabel Intervening. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini berangkat dari fenomena permintaan produk halal di dunia yang meningkat karena jumlah populasi Muslim yang terus meningkat namun, permintaan kosmetik dan produk kecantikan halal tidak begitu kuat dibandingkan sektor makanan halal. Serta maraknya produk skincare viral dipasaran yang berasal dari luar negeri serta belum memiliki sertfikat halal. Penelitian ini bertujuan untuk menganalisis pengaruh Viral Marketing, Halal Awareness dan Celebrity Endorser terhadap Keputusan Pembelian Skincare The Originote dengan Religiositas dan Kepercayaan sebagai variabel intervening. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif kausalitas melalui analisis Partial Least Square-Structural Equation Modelling yang dioperasikan menggunakan software SmartPLS. Data primer dikumpulkan menggunakan metode non-probability sampling dengan teknik purposive sampling yang melibatkan 242 responden muslim di Jawa Barat yang pernah menggunakan produk skincare The Originote. Hasil penelitian deskriptif menunjukkan bahwa variabel Viral Marketing, Halal Awareness, Celebrity Endorser, Religiositas dan Kepercayaan berada pada kategori sangat tinggi. Adapun hasil penelitian menyatakan bahwa Viral Marketing, Celebrity Endorser dan Kepercayaan berpengaruh secara signifikan terhadap Keputusan Pembelian. Kemudian, Kepercayaan dapat memediasi secara positif hubungan Viral Marketing, Halal Awareness dan Celebrity Endorser terhadap Keputusan Pembelian skincare The Originote. Religiusitas tidak berpengaruh terhadap Keputusan Pembelian, baik secara langsung maupun sebagai variabel mediasi. Melalui penelitian ini, diharapkan dapat meningkatkan kesadaran masyarakat untuk menggunakan produk skincare yang sudah terjamin kehalalannya. : This study stems from the phenomenon of increasing demand for halal products worldwide due to the growing Muslim population. However, demand for halal cosmetics and beauty products is not as strong as that for halal food. In addition, there is a proliferation of viral skincare products on the market that originate from abroad and do not yet have halal certification. This study aims to analyze the influence of Viral Marketing, Halal Awareness, and Celebrity Endorsers on the Purchase Decision of The Originote Skincare, with Religiosity and Trust as intervening variables. The method used in this study is a quantitative method with a descriptive causal approach through Partial Least Squares-Structural Equation Modeling analysis, operated using SmartPLS software. Primary data were collected using non-probability sampling with purposive sampling techniques involving 242 Muslim respondents in West Java who had used The Originote skincare products. Descriptive research results indicate that the variables of Viral Marketing, Halal Awareness, Celebrity Endorser, Religiosity, and Trust are in the very high category. The research findings suggest that Viral Marketing, Celebrity Endorser, and Trust significantly influence Purchase Decisions. Furthermore, Trust positively mediates the relationship between Viral Marketing, Halal Awareness, and Celebrity endorsers on the Purchase Decision for The Originote skincare products. Religiosity does not influence the Purchase Decision, either directly or as a mediating variable. Through this study, public awareness of using skincare products with guaranteed halal certification can be enhanced.

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    Official URL: http://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=id SINTA ID Dosen Pembimbing Juliana : 6649754 Ripan Hermawan : 6005860
    Uncontrolled Keywords: Celebrity Endorser, Halal Awareness, Keputusan Pembelian, Skincare, Viral Marketing Celebrity Endorser, Halal Awareness, Purchase Decision, Skincare, Viral Marketing
    Subjects: H Social Sciences > HF Commerce
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
    Depositing User: Irena Dwi Febriani
    Date Deposited: 22 Sep 2025 07:00
    Last Modified: 22 Sep 2025 07:00
    URI: http://repository.upi.edu/id/eprint/139520

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