Kirana Tasnia Putri Gunari, - (2019) PENGARUH LABEL HALAL DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI ULANG KONSUMEN PADA PRODUK SKINCARE SAFI. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini didasarkan adanya fenomena permasalahan menjamurnya produk kosmetik luar di Indonesia yang tidak memiliki label halal pada kemasan produk, namun ulasan/review mengenai produk yang diperoleh adalah baik dan tingkat penjualannya meningkat. Tujuan dari penelitian ini adalah untuk mengetahui apakah label halal dan electronic word of mouth (e-wom) berpengaruh terhadap minat beli ulang konsumen pada produk skincare Safi. Populasi dalam penelitian ini adalah konsumen yang pernah menggunakan produk skincare Safi minimal satu kali dalam kurun waktu satu tahun ini. Adapun teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis sampel convenience sampling sebanyak 200 orang. Metode yang digunakan dalam penelitian ini adalah metode kausalitas dengan pendekatan kuantitatif. Adapun teknik analisis data yang digunakan adalah Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa label halal dan electronic word of mouth (e-wom) memiliki pengaruh secara positif dan signifikan terhadap minat beli ulang konsumen pada produk skincare Safi. Penelitian ini diharapkan dapat memberikan manfaat kepada perusahaan dalam memahami konsumen mengenai pentingnya label halal pada kemasan produk dan dalam melakukan pemasarannya melalui sosial media. Kata Kunci: Label Halal, Electronic Word of Mouth (E-WOM), Minat Beli Ulang This research is based on the phenomena of problems about there’s so many other impor products in Indonesia that has not been halal labeled on the packaging, however the products has interesting review and has increase sales. This study aims to determine is label halal and electronic word of mouth (e-wom) have an influence on customer repurchase intention in Safi skincare products.The population in this study are consumer who have used Safi skincare products at least once in this year.The sampling technique used is non probability sampling with convenience sample as many as 200 people. The method used in this study is the method of causality with a quantitative approach. The data analysis was analyzed using Multiple Linear Regression. The result of this study indicated that label halal and electronic word of mouth (e-wom) had a positive and significant influence on consumer’s repurchasing intention in Safi skincare products. Insights from this research is expected to provide benefits to the company to understand consumers see about halal product on their products and in marketing them through social media. Keywords: Halal Label, Electronic Word of Mouth (E-WOM), Repurchase Intention
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil: S EKI KIR p-2019 ; Pembimbing: I. Hilda Monoarfa, II. Fitranty Adirestuty ; NIM: 1505714 |
| Uncontrolled Keywords: | Label Halal, Electronic Word of Mouth (E-WOM), Minat Beli Ulang |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Kirana Tasnia Putri Gunari |
| Date Deposited: | 02 Jan 2020 03:51 |
| Last Modified: | 02 Jan 2020 03:51 |
| URI: | http://repository.upi.edu/id/eprint/38448 |
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