PENGARUH LABEL HALAL DAN CELEBRITY ENDORSER TERHADAP MINAT BELI KOSMETIK SARIAYU MARTHA TILAAR (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Sultan Ageng Tirtayasa)
| Main Author: | AZHAR, VIRLIANNA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
|
| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/3374/1/PENGARUH%20LABEL%20HALAL%20DAN%20CELEBRITY%20ENDORSER%20TERHADAP%20MINAT%20BELI%20KOSMETIK%20SARIAYU%20MARTHA%20TILAAR%20%28Studi%20Kasus%20Pada%20Mahasiswa%20Fakultas%20Eko.pdf https://eprints.untirta.ac.id/3374/ https://feb.untirta.ac.id/ |
Daftar Isi:
- This study aims to determine the Influence of the kosher label and celebrity endorser of the interest in buying cosmetics Martha Tilaar Sariayu on the faculty of economics and business students Untirta. This study uses a quantitative approach. The population in this study were all students of the faculty of economics and business Untirta. The sampling technique used in this study was stratified random sampling was obtained by 97 students. Data collection techniques make use of a questionnaire with measure Likert scale. Methods of data collection using questionnaires were subsequently analyzed by classical assumption test, multiple linear regression analysis with pasrial test (t test) and a simultaneous test (F), and test the coefficient of determinasi.hasil study showed that:, The value of the multiple correlation coefficient (R) = 0.427, which means that there is a moderate and significant relationship between the halal labels and celebrity endorser of the buying interest, while the coefficient of determination (Kd) = 18.2% means the greatest influence and celebrity endorser halal label to buying interest, while the remaining 81.8% influenced by other factors not included in this study. And the results of the test F known that Farithmetic> Ftable (10.455> 3.09), so that Ho rejected and Ha accepted, this means that the variable label halal and celebrity endorser has a significant influence on buying interest cosmetics Martha Tilaar Sariayu on the faculty of economics and business students Untirta. Keywords: Halal Label, Celebrity Endorser, Interests Buy