Aliza Ayu Bintani, - (2022) PENGARUH KOREAN WAVE DAN HALAL PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MANYO FACTORY DENGAN BRAND AMBASSADORS SEBAGAI VARIABEL MODERATOR (Studi Kasus Pada Treasure Makers Indonesia). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Adanya fenomena Korean wave menyebabkan perubahan perilaku masyarakat Indonesia yang menjadi lebih konsumtif. Korean wave juga berdampak terhadap generasi muda muslim yang mudah terjerumus pada hiburan yang berlebihan, yang bertentangan dengan ajaran Islam. Penelitian ini bertujuan untuk mengetahui pengaruh dari tingkat Korean wave, tingkat halal product knowledge, dan tingkat brand ambassadors sebagai moderator dan pengaruhnya terhadap keputusan pembelian produk Manyo Factory pada fandom Treasure Makers di Indonesia. Metode penelitian yang digunakan adalah metode kuantitatif dengan desain penelitian kombinasi antara deskriptif serta kausalitas. Adapun jumlah sampel yang diambil yaitu sebanyak 365 responden yang diolah menggunakan alat analisis SEM-PLS melalui aplikasi SmartPLS 3. Hasil penelitian menunjukkan bahwa Variabel Korean wave dan halal product knowledge berpengaruh positif signifikan terhadap keputusan pembelian. Sedangkan variabel brand ambassadors tidak memoderator pengaruh Korean wave dan halal product knowledge terhadap keputusan pembelian produk Manyo Factory. Berdasarkan hasil temuan penelitian tersebut, implikasi dari penelitian ini adalah peran lembaga penjamin halal harus mengutamakan pemasangan sertifikat dan logo halal pada kemasan produk yang beredar baik itu kosmetik lokal maupun impor. Selain itu, para pelaku usaha kosmetik dapat mengembangkan strategi perusahaan untuk lebih fokus pada penggunaan nilai-nilai budaya dan dapat berinovasi dalam pemilihan brand ambassadors yang tengah diminati oleh konsumen. The existence of the Korean wave phenomenon causes changes in the behavior of Indonesian people who become more consumptive. The Korean wave also has an impact on the younger generation of Muslims who easily fall into excessive entertainment, which is against the teachings of Islam. This study aims to determine the effect of the level of the Korean wave, the level of halal product knowledge, and the level of brand ambassadors as moderators and their influence on purchasing decisions for Manyo Factory products in the Treasure Makers fandom in Indonesia. The research method used is a quantitative method with a combination of descriptive and causal research design. The number of samples taken is 365 respondents and the collected data were processed using the SEM-PLS analysis tool through the SmartPLS 3 application. The results showed that the Korean wave and halal product knowledge variables had a significant positive effect on purchasing decisions. While the brand ambassadors variable does not moderate the influence of the Korean wave and halal product knowledge on the purchasing decisions of Manyo Factory products. Based on the findings of this study, this research implies that the role of halal guarantee institutions must prioritize the installation of halal certificates and logos on the packaging of circulating products, both local and imported cosmetics. In addition, cosmetic business actors can develop corporate strategies to focus more on the use of cultural values and can innovate in the selection of brand ambassadors that are in demand by consumers.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar : Hilda Monoarfa : https://scholar.google.com/citations?hl=en&user=RkN4MmwAAAAJ Rida Rosida : https://scholar.google.com/citations?hl=en&user=XriEaL0AAAAJ ID SINTA Dosen Pembimbing: Hilda Monoarfa : 6150134 Rida Rosida : 5994703 |
| Uncontrolled Keywords: | Korean wave, Halal Product Knowledge, Brand Ambassadors, Keputusan Pembelian |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Aliza Ayu Bintani |
| Date Deposited: | 19 Sep 2022 07:50 |
| Last Modified: | 19 Sep 2022 07:50 |
| URI: | http://repository.upi.edu/id/eprint/81844 |
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