PENGARUH LABEL HALAL, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (Studi pada Mahasiswa FEBI UIN Salatiga)

KURNIAWATI, IIN (2023) PENGARUH LABEL HALAL, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (Studi pada Mahasiswa FEBI UIN Salatiga). Other thesis, IAIN SALATIGA.

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Abstract

ABSTRAK Kurniawati, Iin. 2023. Pengaruh Label Halal, Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Wardah (Studi pada Mahasiswa FEBI UIN Salatiga). Skripsi. Program Studi S1 Ekonomi Syariah. Fakultas Ekonomi dan Bisnis Islam. Universitas Islam Negeri Salatiga. Pembimbing: Emy Widyastuti, ME Penelitian ini bertujuan untuk mengetahui pengaruh label halal, citra merek dan kualitas produk terhadap keputusan pembelian kosmetik Wardah (studi pada mahasiswa FEBI UIN Salatiga). Dalam penelitian ini menggunakan metode kuantitatif dengan mengolah data primer yang diperoleh melalui kuesioner yang diberikan kepada mahasiswa FEBI UIN Salatiga sebanyak 100 responden dengan teknik pengumpulan sampel menggunakan non-probability sampling dengan teknik purposive sampling. Kemudian data yang diperoleh diolah dengan SPSS versi 23. Analisis yang digunakan dalam penelitian ini meliputi uji instrumen, uji statistik dan uji asumsi klasik. Berdasarkan hasil pengujian menunjukkan hasil: (1) Label halal berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Citra merek berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. (3) Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Label halal, citra merek, kualitas produk, keputusan pembelian.

Item Type: Thesis (Other)
Subjects: Agama > Manajemen dan Ekonomi Islam
Depositing User: Unnamed user with email bimoharyosetyoko@iainsalatiga.ac.id
Date Deposited: 31 Oct 2023 03:22
Last Modified: 31 Oct 2023 03:22
URI: http://e-repository.perpus.uinsalatiga.ac.id/id/eprint/18836

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