Rafsanjani, Ahsan (2017) ISLAMIC BRANDING DAN CELEBRITY ENDORSER: IMPLIKASI PADA KEPUTUSAN KONSUMEN KOSMETIK WARDAH : survei pada anggota hijabers community Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penerapan halal pada kosmetik atau dikenal juga sebagai Islamic branding merupakan strategi jitu yang dilakukan oleh Wardah untuk mendapatkan segmen pasar konsumen muslim, dimana kosmetik yang dipasarkan sesuai dengan kebutuhan konsumen muslim secara fisik dan spiritual (Aoun & Tournois, 2015). Kebutuhan secara fisik dan spiritual ini didorong karena seorang muslim diperintahkan oleh Allah Swt. mengkonsumsi halal dan menjauhi yang haram. Untuk menguatkan strategi Islamic branding di mata konsumen, Wardah pun mendaulat beberapa publik figur sebagai celebrity endorser kosmetik Wardah. Hasilnya Wardah mempunyai positioning kosmetik halal dari awal (The Wardah Effect) dan sekarang wardah menjadi kosmetik yang nilai penjualannya melejit dibandingkan produsen kosmetik lain. Penelitian ini bertujuan untuk mengetahui pengaruh Islamic branding dan celebrity endorser terhadap keputusan konsumen kosmetik Wardah pada member hijabers community Bandung. Penelitian ini menggunakan metode deskriptif verifikatif. Data penelitian ini diperoleh dari metode penyajian data dari hasil tanggapan responden (kuesioner) dengan sampel sebanyak 80 member. Teknik analisis yang digunakan dalam penelitian ini adalah analisis product moment dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa Islamic branding, celebrity endorser dan keputusan konsumen berada pada kategori kriterium tinggi. Hasil perhitungan korelasi menunjukkan variabel Islamic branding dengan keputusan konsumen memiliki korelasi sebesar 0,508, sedangkan celebrity endorser dengan keputusan konsumen memiliki korelasi sebesar 0.556. Artinya variabel Islamic branding dan celebrity endorser memiliki korelasi positif dengan klasifikasi cukup kuat dengan keputusan konsumen member hijabers community Bandung. Nilai R Square sebesar 0,343 atau 34% memiliki arti bahwa keputusan konsumen dipengaruhi Islamic branding dan celebrity endorser sebesar 31%, sedangkan sisanya yaitu sebesar 66% dipengaruhi oleh faktor – faktor lain yang tidak diteliti oleh peneliti;--- Application of halal marketing on cosmetics also known as Islamic branding as a precise strategy undertaken by Wardah to get the Muslim consumer market segment, where cosmetics are marketed in accordance with physical and spiritual need of Muslim consumers (Aoun & Tournois, 2015). Both need ate encouraged by the command of Allah Swt to consume the halal and forbid from the haram. To strengthen the strategy of Islamic branding and reinforce the impression halal in the eyes of consumers, Wardah also recruitmen some public figures as celebrity endorser Wardah cosmetics and than Wardah has halal cosmetic positioning from the beginning (The Wardah Effect) and now wardah into cosmetics whose sales value skyrocketed compared to other cosmetic manufacturers. This study aims to determine the influence of Islamic Branding and Celebrity Endorser: Implications of Purchase Decision Wardah Cosmetic (Survey on Member of Hijabers Community Bandung). This research uses descriptive and verifikatif method. The data obtained from the method of data presentation of respondents (questionnaires) with the 80 sample of member. The analysis technique used in this research are product moment analysis and multiple linear regression. The results show that Islamic branding, celebrity endorser and consumer decisions are in high score category. Correlation calculation results show the variable of Islamic branding with consumer decisions have a correlation of 0.508, while celebrity endorser with consumer decisions has a correlation of 0.556. This means that Islamic branding and celebrity endorser variables have a positive correlation with the middle classification with the decision of the consumer member hijabers community Bandung. R Square value of 0.343 or 34% means that decision is influenced by Islamic branding and celebrity endorser 31%, while the rest is 66% influenced by other factors that are not studied by the researcher.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No Panggil : S EKI RAF i-2017; Pembimbing: I. Mokh. Adib Sultan, II. Rida Rosida; Nim: 1306525. |
| Uncontrolled Keywords: | Kosmetik Wardah, Hijabers Community Bandung, Islamic Branding, Celebrity Endorser, Keputusan Konsumen, Wardah Cosmetic, Hijabers Community Bandung, Islamic Branding, Celebrity Endorser, Consumer Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | DAM staf |
| Date Deposited: | 20 Dec 2018 07:58 |
| Last Modified: | 20 Dec 2018 07:58 |
| URI: | http://repository.upi.edu/id/eprint/32848 |
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