ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK,
SERTIFIKASI LABEL HALAL, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KOSMETIK SARIAYU MARTHA TILAAR
(Studi Kasus warga Rw. 010 Kelurahan Pulogadung,
Kecamatan Pulogadung)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Nurshaleha, Annisa
Subject
Manajemen Pemasaran
Datestamp
2021-12-28 07:33:02
Abstract :
This study aims to determine how much influence the brand image, product quality, halal label certification, and price on the purchasing decision of Sariayu Martha Tilaar cosmetics in Rw. 010 Pulogadung sub-district, Pulogadung sub-district, East Jakarta. In this study, the method used is the method of data collection in the form of a questionnaire that is measured Likert scale. This study uses the coefficient of determination and hypothesis testing partially or simultaneously. The population in this study are all consumers who have used Sariayu Martha Tilaar cosmetic products at least once. The sample of this study were 100 respondents by taking purposive sampling technique Based on the calculation results show: (1) The relationship between brand image and purchasing decisions has a weak and positive relationship with the level of significance t ? 0.1 with sig. 0,000, (2) The relationship between product quality and purchasing decisions, shows a very weak and positive relationship with a significance level of t ? 0.1 with sig. 0.781, (3) Relationship between Halal Label Certification and Purchasing Decisions, showing a weak and positive relationship with the significance level of t ? 0.1 with sig. 0,000, (4) The relationship between price and purchase decision has a weak and positive relationship with the level of significance t ? 0.1 with sig. 0,000. The study concluded: The results of the hypothesis test variable X1 concluded that H0 was rejected or Ha was accepted that there was a significant relationship between the brand image variable and purchasing decisions. The results of the hypothesis test of variable X2 concluded that H0 was accepted or Ha was rejected that there was no significant relationship between the variables of product quality with the purchase decision, the results of the hypothesis test variable X3 concluded H0 was rejected or Ha accepted that there was a significant relationship between the brand image variable with the purchase decision, the results of the hypothesis test variable X4 concluded H0 was rejected or Ha accepted that there was a significant relationship between the brand image variable and the decision purchase. Keywords : Brand Image, Produk Quality, Halal label certification, Price, and Purchase Decision.
This study aims to determine how much influence the brand image, product quality, halal label certification, and price on the purchasing decision of Sariayu Martha Tilaar cosmetics in Rw. 010 Pulogadung sub-district, Pulogadung sub-district, East Jakarta. In this study, the method used is the method of data collection in the form of a questionnaire that is measured Likert scale. This study uses the coefficient of determination and hypothesis testing partially or simultaneously. The population in this study are all consumers who have used Sariayu Martha Tilaar cosmetic products at least once. The sample of this study were 100 respondents by taking purposive sampling technique Based on the calculation results show: (1) The relationship between brand image and purchasing decisions has a weak and positive relationship with the level of significance t ? 0.1 with sig. 0,000, (2) The relationship between product quality and purchasing decisions, shows a very weak and positive relationship with a significance level of t ? 0.1 with sig. 0.781, (3) Relationship between Halal Label Certification and Purchasing Decisions, showing a weak and positive relationship with the significance level of t ? 0.1 with sig. 0,000, (4) The relationship between price and purchase decision has a weak and positive relationship with the level of significance t ? 0.1 with sig. 0,000. The study concluded: The results of the hypothesis test variable X1 concluded that H0 was rejected or Ha was accepted that there was a significant relationship between the brand image variable and purchasing decisions. The results of the hypothesis test of variable X2 concluded that H0 was accepted or Ha was rejected that there was no significant relationship between the variables of product quality with the purchase decision, the results of the hypothesis test variable X3 concluded H0 was rejected or Ha accepted that there was a significant relationship between the brand image variable with the purchase decision, the results of the hypothesis test variable X4 concluded H0 was rejected or Ha accepted that there was a significant relationship between the brand image variable and the decision purchase. Keywords : Brand Image, Produk Quality, Halal label certification, Price, and Purchase Decision.
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