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Faktor-Faktor Yang Mempengaruhi Perilaku Pembelian Konsumen Milenial Pria Pada Halal Personal Care : Studi Kasus Pada Brand Kahf
This study aims to examine the factors that influence the purchasing behavior of male millennial consumers when it comes to halal personal care products with a case study on the Kahf brand. Using a quantitative approach that collected 258 respondents using a descriptive design, The subjects of this study are Muslim men from the millennial generation group who have purchased personal care products under the Kahf brand for the past 6 months. This study uses Partial Least Square-Structural Equation Modeling (PLS-SEM) and is processed using software SmartPLS 3.0. The results obtained from the study show that the intention to purchase halal personal care products is determined by trust and attitude toward the product. In addition, trust is influenced by perceived value and brand image. Attitude toward products is influenced by brand image, religious belief, and trust. Halal awareness is influenced by halal certification. However, this study also found that there was no influence from the religious belief variable on halal awareness, halal awareness on attitude, and halal awareness on intention to purchase. .Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13787 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Brand image Perceived value Purchase intention Halal Awareness |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xi, 103 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |