PRATIWI, LIZA AYU (2022) PENGARUH LABELISASI HALAL, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAKE OVER (Studi kasus konsumen make over di wilayah Kelurahan Tugu Selatan, Jakarta Utara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui analisis pengaruh Labelisasi halal, Harga, dan Promosi terhadap Keputusan Pembelian kosmetik MakeOver. Strategi dalam penelitian ini adalah penelitian asosiatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen Make Over di Kelurahan Tugu Selatan, Jakarta Utara. Teknik pengumpulan data menggunakan metode survey dengan penyebaran kuisioner. Sampel yang diambil dalam penelitian ini sebanyak 100 responden. Metoda analisis yang digunakan menggunakan Strructural Equation Modelling (SEM) dengan aplikasi SmartPLS 3.2.9. Hasil penelitian ini menyimpulkan bahwa variabel labelisasi halal tidak berpengaruh signifikan terhadap keputusan pembelian. Kemudian variabel harga berpengaruh signifikan terhadap keputusan pembelian. Variabel promosi berpengaruh signifikan terhadap keputusan pembelian. Penelitian ini juga membuktikan secara simultan bahwa labelisasi halal, harga, dan promosi berpengaruh siginifikan terhadap keputusan pembelian kosmetik make over. Hal ini dibuktikan dengan nilai F hitung lebih besar dari F tabel. This research aims to find out the analysis of the effect of Halal Labeling, Price, and Promotion on MakeOver Cosmetics Purchase Decisions. The strategy in this study is research associative research with a quantitative approach. The population in this study are Make Over consumers in Tugu Selatan Village, North Jakarta. The data collection technique used a survey method with the distribution of questionnaires. The sample taken in this study was 100 respondents. The analytical method used is Structural Equation Modeling (SEM) with the SmartPLS 3.2.9 application. The results of this study conclude that the halal labeling variable has no significant effect on purchasing decisions. Then the price variable has a significant effect on purchasing decisions. Promotional variables have a significant effect on purchasing decisions. This study also simultaneously proves that halal labeling, price, and promotion have a significant effect on purchasing decisions for make-up cosmetics. This is evidenced by the calculated F value being greater than the F table.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Liza Ayu Pratiwi | ||||||||
| Date Deposited: | 15 Sep 2022 06:10 | ||||||||
| Last Modified: | 22 Sep 2022 03:24 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8343 |
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