Peran Brand Awareness Dan Halal Awareness Terhadap Purchase Intention Pada Produk Kosmetik Halal Merek Wardah

Agityanugraheni, Gadis Yudisianti (2016) Peran Brand Awareness Dan Halal Awareness Terhadap Purchase Intention Pada Produk Kosmetik Halal Merek Wardah. S1 thesis, STIE Indonesia Banking School.

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Official URL: http://lib.ibs.ac.id/index.php?p=show_detail&id=26...

Abstract

There are many cosmetic brands that sell in the market, sometimes make consumer confused to choose an option. Indonesia is one of country with the biggest Muslims in the world. The purpose of this study is to know about what factors that can be affect the purchase intention a halal cosmetic product which called Wardah. This research is categorized as survey research with descriptive analysis method by taking sample and using questionnaire as the main data. The sample in this research are the womans who likes touse cosmetic inIndonesia.The respondents are chosen by using nonprobabilitysampling and conveniencesampling techniques. The results of analysis using Structural Equation Modeling (SEM) and its result would be summarized as below:1). Brand Awareness has notinfluence towardpurchase intention with halal cosmetic product in Indonesia. 2). Brand Awareness has positive and significant influence toward brand imagewith halal cosmetic product in Indonesia.3). Brand Awareness has positive and significant influence toward perceived quality with halal cosmetic product in Indonesia. 4). Brand Image has not influence towardperceived quality with halal cosmetic product in Indonesia. 5). Brand Image has not influence towardpurchase intentionwith halal cosmetic product in Indonesia.6). Perceived Quality has positive and significant influence towardpurchase intentionwith halal cosmetic product in Indonesia. 7). Halal Awarenesshas positive and significant influence towardpurchase intention with halal cosmetic productin Indonesia. Keywords: Brand Awareness, Brand Image, Perceived Quality, Halal Awareness, Purchase Intention

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 30 Jul 2020 04:26
Last Modified: 26 Aug 2020 09:39
URI: http://repository.ibs.ac.id/id/eprint/548

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