Pengaruh label halal dan celebrity endorser terhadap keputusan pembelian produk kosmetik wardah (studi pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya)
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Hartini, Sri
Subject
HD28 Management. Industrial Management
Datestamp
2022-04-05 02:39:09
Abstract :
ABSTRAK Penelitian ini bertujuan menguji pengaruh Label Halal dan Celebrity Endorser terhadap Keputusan Pembelian (Studi pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya). Dalam penelitian label halal dan celebrity endorser merupakan variabel bebas, variabel terikat ialah keputusan pembelian. Penggunaan populasi ialah Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya yang memakai produk kosmetik wardah. Non probability sampling prosedur purposive sampling dipakai untuk menentukan sampel. Penggunaan sampel sejumlah 92 responden. Analisis regresi linier berganda dipakai sebagai teknik analisis pada penelitian. Berdasarkan hasil pengujian menampilkan bahwa secara simultan diperoleh hasil variabel bebas berpengaruh terhadap variabel terikat. Sedangkan secara parsial didapat hasil apabila variabel bebas mempunyai pengaruh terhadap variabel terikat. Untuk uji dominan didapatkan hasil bahwa variabel celebrity endorser yang memiliki pengaruh paling kuat senilai 0,511. Kata Kunci: Label Halal, Celebrity Endorser dan Keputusan Pembelian ABSTRACT This study aims to examine the effect of Halal Label and Celebrity Endorser on Purchase Decisions (Study on Students of the Faculty of Economics and Business Wijaya Kusuma University Surabaya). In research halal label and celebrity endorser are independent variable, the dependent variable is purchasing decision. The use of the population is the students of the Faculty Economics and Business Wijaya Kusuma University Surabaya who use wardah cosmetic products. Non probability sampling purposive sampling procedure was used to determine the sample. The use of a sample of 92 respondents. Multiple linier regression analysis was used as an analytical technique in the study. Based on the test results it shows that simultaneously the results of the independent variables have an effect on the dependent variable. While partially obtained results if the independent variable has an influence on the dependent variable. For the dominant test, the result is that the celebrity endorser variable which has the strongest influence is 0,511. Keywords: Halal Label, Celebrity Endorser and Purchase Decision
ABSTRAK Penelitian ini bertujuan menguji pengaruh Label Halal dan Celebrity Endorser terhadap Keputusan Pembelian (Studi pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya). Dalam penelitian label halal dan celebrity endorser merupakan variabel bebas, variabel terikat ialah keputusan pembelian. Penggunaan populasi ialah Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya yang memakai produk kosmetik wardah. Non probability sampling prosedur purposive sampling dipakai untuk menentukan sampel. Penggunaan sampel sejumlah 92 responden. Analisis regresi linier berganda dipakai sebagai teknik analisis pada penelitian. Berdasarkan hasil pengujian menampilkan bahwa secara simultan diperoleh hasil variabel bebas berpengaruh terhadap variabel terikat. Sedangkan secara parsial didapat hasil apabila variabel bebas mempunyai pengaruh terhadap variabel terikat. Untuk uji dominan didapatkan hasil bahwa variabel celebrity endorser yang memiliki pengaruh paling kuat senilai 0,511. Kata Kunci: Label Halal, Celebrity Endorser dan Keputusan Pembelian ABSTRACT This study aims to examine the effect of Halal Label and Celebrity Endorser on Purchase Decisions (Study on Students of the Faculty of Economics and Business Wijaya Kusuma University Surabaya). In research halal label and celebrity endorser are independent variable, the dependent variable is purchasing decision. The use of the population is the students of the Faculty Economics and Business Wijaya Kusuma University Surabaya who use wardah cosmetic products. Non probability sampling purposive sampling procedure was used to determine the sample. The use of a sample of 92 respondents. Multiple linier regression analysis was used as an analytical technique in the study. Based on the test results it shows that simultaneously the results of the independent variables have an effect on the dependent variable. While partially obtained results if the independent variable has an influence on the dependent variable. For the dominant test, the result is that the celebrity endorser variable which has the strongest influence is 0,511. Keywords: Halal Label, Celebrity Endorser and Purchase Decision
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