Rifai, Naufal Ahmad and Aminnullah Achmad Muttaqin (2022) Pengaruh Islamic Branding, Harga Dan Selera Konsumen Terhadap Keputusan Konsumsi Produk Kosmetik Wardah (Studi Kasus Masyarakat Muslim Kota Bekasi. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Islamic branding, harga, dan selera konsumen terhadap keputusan konsumen untuk membeli produk kosmetik Wardah. Penelitian ini merupakan penelitian kuantitatif dengan metode regresi linier berganda yang datanya dikumpulkan melalui kuesioner. Populasi dalam penelitian ini adalah konsumen produk Wardah Cosmetics yang beragama Islam di Bekasi. Sampel penelitian ini adalah 100 partisipan yang dipilih secara acak. Data yang terkumpul dari kuesioner diolah dan diuji melalui uji asumsi klasik (uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji autokorelasi) dan pengujian hipotesis dengan analisis regresi linier berganda, uji T, uji F dan koefisien determinasi. Pengujian dalam penelitian ini menggunakan program aplikasi ekonometrika, SPSS versi 25. Hasil penelitian menunjukkan bahwa Islamic branding (X1); harga (X2); preferensi konsumen (X3) secara parsial berpengaruh positif dan signifikan terhadap keputusan konsumen (Y). Dari hasil uji statistik simultan diketahui bahwa Islamic branding (X1); harga (X2); preferensi konsumen (X3) secara simultan berpengaruh signifikan terhadap keputusan konsumen (Y) sebesar 71,40% sedangkan sisanya 28,60% dipengaruhi oleh variabel lain di luar model yang diadopsi dalam penelitian ini.
English Abstract
This study aims to determine the effect of Islamic branding, price, and consumer’s preference on the consumer’s decision to purchase Wardah Cosmetics. This research is quantitative research with multiple linear regression methods which data was collected through the questionnaire. The population of this research consists of Wardah Cosmetics’s customers whose Muslims in Bekasi. The samples of this research are 100 randomly chosen participants. The collected data from the questionnaire were processed and tested through the classical assumption test (normality test, multicollinearity test, heteroscedasticity test, autocorrelation test) and hypothesis testing with multiple linear regression analysis, T-test, F-test and the coefficient of determination. The test in this research used an econometrics application program, SPSS version 25. The results showed that Islamic branding (X1); price (X2); consumer’s preference (X3) partially have a positive and significant effect on consumer’s decision (Y). From the results of simultaneous statistical testing, it was found that the Islamic branding (X1); price (X2); consumer’s preference (X3) simultaneously have a significant effect on consumer’s decision (Y) by 71.40% while the remaining 28.60% is affected by other variables outside the model adopted in this study
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020293 |
| Uncontrolled Keywords: | Islamic Branding, Harga, Selera Konsumen, Keputusan Konsumsi,Islamic Branding, Price, Consumer’s Preference, Consumer’s Decisioni. |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Fakultas Ekonomi dan Bisnis > Ilmu Ekonomi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 Feb 2023 02:18 |
| Last Modified: | 09 Feb 2023 02:18 |
| URI: | http://repository.ub.ac.id/id/eprint/197366 |
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