Peran Brand Awareness Dan Halal Awareness Terhadap Purchase Intention Pada Produk Kosmetik Halal Merek Wardah
| Main Author: | Agityanugraheni, Gadis Yudisianti |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | ind |
| Terbitan: |
, 2016
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| Subjects: | |
| Online Access: |
http://repository.ibs.ac.id/548/1/skripsi%20gadis%20yudisianti.pdf http://repository.ibs.ac.id/548/2/jurnal%20skripsi%20gadis%20yudisianti.pdf http://repository.ibs.ac.id/548/ http://lib.ibs.ac.id/index.php?p=show_detail&id=2664&keywords=Gadis+Yudisianti |
Daftar Isi:
- 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