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Faktor-Faktor yang Memengaruhi Sikap Konsumen Wanita Muslim terhadap Intensi Pembelian Produk Kosmetik Halal Studi Kasus Kosmetik Halal Wardah Menggunakan Celebrity Endorser Berhijab (Dewi Sandra) dan Tidak Berhijab (Raline Shah)

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This research tends to analyze some factors that affect the attitude of muslim women towards the intention to buy halal cosmetic products in Indonesia by the case of the Wardah brand that uses celebrity endorser who wears the hijab (Dewi Sandra) and celebrity endorsers who were not wearing hijab (Raline Shah). The approach used in this study is a quantitative approach with a questionnaire method using a single cross-sectional method with a sample of 324 respondents who are Muslim women. This research uses the Partial Least Square Structural Equation Method (PLS-SEM) for the analysis. The result of this research is the finding of significance in both cases (celebrity endorser who wears the hijab, Dewi Sandra, and celebrity endorser who does not wear the hijab, Raline Shah) in all research variables which broadly consist of credibility, knowledge, religiosity, and attitude, all of which affect the intention or desire to buy from consumers towards Wardah halal cosmetic products. Furthermore, the findings of this research also show that there are some different factors that affect the purchase intention of Muslim women to buy halal cosmetic products between the group with the preference of wearing hijab celebrity endorser (Dewi Sandra) and the group with the preference of non-wearing hijab celebrity endorser (Raline Shah)..Ada Tabel

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Ketersediaan

Call Number	Location	Available
13747	PSB lt.2 - Karya Akhir	1

Penerbit	Depok Program Studi Ilmu Ekonomi Islam Fakultas Ekonomi dan Bisnis UI., 2022
Edisi	-
Subjek	Religiosity Celebrity endorser Intention to buy
ISBN/ISSN	-
Klasifikasi	-
Deskripsi Fisik	xiii, 144 p. ; diagr. ; 30 cm
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data