PENGARUH LABEL HALAL, GAYA HIDUP, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DENGAN CELEBRITY ENDORSEMENT SEBAGAI VARIABEL MODERATING

Nurhasanah, Tatik (2023) PENGARUH LABEL HALAL, GAYA HIDUP, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DENGAN CELEBRITY ENDORSEMENT SEBAGAI VARIABEL MODERATING. Other thesis, IAIN SALATIGA.

Text Tatik Nurhasanah (12030210003).pdf Download (3MB)

Abstract

This study aims to examine the effect of halal labels, lifestyle, brand image on purchasing decisions, and celebrity endorser as a moderating variable between brand image on purchasing decisions, celebrity endorser as a moderating variable between lifestyle on cosmetic purchasing decisions in the people of Salatiga. This research was a causal research with a quantitative approach. The research population was the people of Salatiga with the number of respondents taken through a non-probability sampling technique, namely purposive sampling technique. The sample population were 100 cosmetic consumers. Data collection techniques was with questionnaires. The research instrument was tested for validity and reliability. The classical assumption test was carried out by testing normality, multicollinearity and heteroscedasticity. Hypothesis testing was carried out by testing the significance of individual parameters (Statistical t test) and Interaction test (Moderated Regression Analysis / MRA) using SPSS assistance. The results showed that (1) the halal label has a positive and significant effect on the decision to purchase cosmetics in the people of Salatiga, (2) lifestyle has a positive and significant effect on the decision to buy cosmetics in the people of Salatiga, (3) brand image has a positive and significant effect on the purchase decision cosmetics in the Salatiga community, (4) Celebrity endorsers significantly strengthen the relationship between brand image and cosmetic purchasing decisions in the Salatiga community and (5) Celebrity endorsers significantly strengthen the relationship between lifestyle and cosmetic purchasing decisions in the Salatiga community.

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