Pengaruh Label Halal, Asosiasi Merek, Iklan, dan Celebrity Endroser terhadap Keputusan Pembelian (Survei Pada Konsumen Wardah Di Malang

Widyaningrum, Premi Wahyu

doi:10.25273/capital.v1i2.2318

Cited by 27 publications

(35 citation statements)

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“…Kehalalan merupakan pokok utama bagi umat muslim untuk beribadah agar senantiasa manusia selalu dijalan yang benar, disamping itu kehalalan terdapat dalam Al-Qur'an dan hadist. Islam mengajarkan kita agar senantiasa untuk mengkonsumsi yang ada dimuka bumi yang serba halal dan baik, baik makanan dan minuman (Widyaningrum, 2018).…”

Section: Pendahuluanunclassified

Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian

Paujiah¹,

Kosim²,

Gustiawati³

2020

almaal

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This study was conducted to examine the effect of the sharia marketing mix variables and halal label on purchase decisions at d'BestO city of Bogor. This study uses a quantitative method. The sample was 86 respondents who are consumers of products d'BestO in Bogor. Analysis of the data used in this research is multiple regression analysis. The results of this study show that: sharia marketing mix significantly influence the purchase decision is evidenced bythat the value of the variable t on sharia marketing mix is 4.090 with a significance level of 0.000. Because the value of t is greater than t table is 4.090 > 1.988 and 0.000 significance value <0.05. And halal label significantly influence the purchase decision is evidenced by the value of the variable t on halal label is 3.739 with a significance level of 0.000. Because the value of t is greater than t table is 3.739> 1.988 and 0.000 significance value <0.05. sharia marketing mix and halal label jointly significant effect on purchase decisions this is evidenced by the significant value of the smaller F-test of 0.05 is equal to 0.000 (0.000 <0,05) so that it can be concluded that the sharia marketing mix and halal label significant influence on purchase decisions. ABSTRAKPenelitian ini dilakukan untuk menguji pengaruh variabel bauran pemasaran syariah dan label halal terhadap keputusan pembelian di d'BestO Kota Bogor. Penelitian ini menggunakan metode kuantitatif. Sampel yang digunakan berjumlah 86 responden yang merupakan konsumen produk d'BestO di Kota Bogor. Analisis data yang digunakan dalam penelitian ini adalah analisis regresi berganda. Hasil dari penelitian ini menunjukkan bahwa : Bauran Pemasaran Syariah berpengaruh secara signifikan terhadap Keputusan Pembelian dibuktikan dengan bahwa nilai t hitung pada variabel Bauran Pemasaran Syariah adalah 4,090 dengan tingkat signifikansi sebesar 0,000. Karena nilai t hitung lebih besar dari t tabel yaitu 4,090 > 1,988 dan nilai signifikansinya 0,000 < 0,05. Dan Label Halal berpengaruh secara signifikan terhadap Keputusan Pembelian dibuktikan dengan nilai t hitung pada variabel label halal adalah 3,739 dengan tingkat signifikansi sebesar 0,000. Karena nilai t hitung lebih besar dari t tabel yaitu 3,739 > 1,988 dan nilai signifikansinya 0,000 < 0,05. Bauran Pemasaran Syariah dan Label Halal secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian hal ini dibuktikan dengan nilai signifikansi dari uji F yang lebih kecil dari 0,05 yaitu sebesar 0,000 (0,000 < 0,05) sehingga dapat disimpulkan bahwa Bauran Pemasaran Syariah dan Label Halal berpengaruh signifikan terhadap keputusan pembelian.

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Section: Pendahuluanunclassified

Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian

Paujiah¹,

Kosim²,

Gustiawati³

2020

almaal

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“…Other research is conducted by Widyaningrum (2018) that has researched the effect of halal labels, brand associations, advertisements, and celebrity endorsers on purchasing decisions. The survey is conducted on Wardah cosmetics consumers in Malang, concluding that there are positive and significant influences among researched variables.…”

Section: Growth Of Halal Productsmentioning

confidence: 99%

The Impact of Halal Label, Price, And Brand on the Purchase Decision of Bakso Wagyu in Kota Wisata Cibubur

Simbolon

2019

The Winners

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The objective of this research was to examine the impact of halal labels, prices, and brand on the purchase decision to buy Bakso Wagyu in Kota Wisata Cibubur. It used associative research, and data were collected through a field survey from the Bakso Wagyu outlet in Kota Wisata Cibubur. A set of questionnaires was distributed to 96 customers of Bakso Wagyu outlet in Kota Wisata Cibubur. Multiple regression analysis assessed the impact on purchase decisions of three key constructs of the halal label, price, and brand. The analysis method used correlation analysis, multiple regressions, and hypothesis testing. The results show three components, namely halal label, price, and brand, simultaneously have a significant influence on the purchase decision. However, the halal label was a variable. That are has the most dominant impact. This research indicates the results that halal labels are important for imported products that are consumed by Indonesian people who are mostly Muslim.

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“…Widyaningrum [17] shows that halal labels and celebrity endorsers have a significant effect on purchasing decisions of Wardah consumers who were studying at Ponorogo Muhammadiyah University. Habibah and Sumiati [5] shows that the independent variables (product quality and price) have a simultaneous influence on the dependent variables (purchasing decision).…”

Section: Literature Reviewmentioning

confidence: 99%

The Effect of Price, Product Quality and Religiosity on Purchasing Behavior of Halal-Labeled Sariayu Beauty Products

Nugroho¹,

Atmaja²,

Mutaalimah³

et al. 2021

Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)

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This study aims to analyze the effect of price, product quality and religiosity on the purchasing behavior of halal-labeled Sariayu beauty products. Data collection was done by distributing questionnaires to respondents and sampling using purposive sampling technique to people who have used halal-labeled Sariayu beauty products and are Muslim. The results found that three independent variables: price, product quality and religiosity, simultaneously affecting purchasing behavior of halal-labeled Sariayu beauty products.

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Pengaruh Label Halal, Asosiasi Merek, Iklan, dan Celebrity Endroser terhadap Keputusan Pembelian (Survei Pada Konsumen Wardah Di Malang

Cited by 27 publications

References 0 publications

Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian

Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian

The Impact of Halal Label, Price, And Brand on the Purchase Decision of Bakso Wagyu in Kota Wisata Cibubur

The Effect of Price, Product Quality and Religiosity on Purchasing Behavior of Halal-Labeled Sariayu Beauty Products

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