PENGARUH LABEL HALAL, CITRA MEREK, DAN KEBERAGAMAAN TERHADAP MINAT BELI KONSUMEN PRODUK KOSMETIK HALAL DENGAN PREFERENSI SEBAGAI VARIABEL INTERVENING
| Main Author: | Mirawati, Mirawati |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/60723/1/NASKAH.pdf http://eprints.umm.ac.id/60723/ |
Daftar Isi:
- This research was conducted to determine the effect of the influence of halal labels, brand image, and diversity on consumer's intention to buy of halal cosmetics with preferences as intervening variables. The analysis tool used is Structural Equation Modeling (SEM) with Partial Least Square (SEM-PLS) approach. Population in this study were students of the University of Muhammadiah Malang. Sampling method in this study uses nonprobability sampling with accidental sampling techniques and obtained a sample size of 100 female students. The results of the study, showed that halal labels, brand image, and diversity had a significant direct effect on consumer preferences, while consumer preferences had a significant effect directly on intention to buy. Then halal labeling, brand image, and diversity have a significant direct effect on intention to buy, while preferences can mediate the influence of halal labeling, brand image, and diversity on intention to buy. With a significance level of α = 5% and 95% CI