Putri, Nediva Mahira and Mohammad Iqbal, S.Sos., M.IB., DBA (2024) Pengaruh Halal Brand Personality, Halal Certification, dan Halal Awareness terhadap Purchase Intention (Survei Pada Pengguna Produk Kosmetik PT Paragon Technology and Innovation). Sarjana thesis, Universitas Brawijaya.
Abstract
Industri kosmetik halal di Indonesia sudah berkembang pesat beberapa tahun terakhir, hal ini didorong dengan besarnya populasi muslim di negara ini dan meningkatnya permintaan global akan produk halal. PT Paragon Technology and Innovation adalah sebuah perusahaan kecantikan Indonesia yang bertujuan untuk menciptakan manfaat yang lebih besar bagi masyarakat melalui berbagai inovasi. Penelitian ini bertujuan untuk mengetahui pengaruh Halal Brand Personality, Halal Certification, dan Halal Awareness terhadap Purchase Intention pengguna produk kosmetik PT Paragon Technology and Innovation. Jenis penelitian yang digunakan adalah pendekatan penelitian kuantitatif. Penelitian in menggunakan sampel sejumlah 333 responden yang merupakan pengguna produk kosmetik PT Paragon Technology and Innovation yang diambil menggunakan Teknik non probability sampling dengan metode purposive sampling. Uji instrumen dalam penelitian ini terdiri dari uji outer model, uji inner model, dan uji hipotesis menggunakan software SmartPLS 4.0. Hasil analisis dari penelitian ini menunjukkan bahwa: (1) Halal Brand Personality berpengaruh positif dan signifikan terhadap Purchase Intention. (2) Halal Certification Personality berpengaruh positif dan signifikan terhadap Purchase Intention. (3) Halal Awareness Personality berpengaruh positif dan signifikan terhadap Purchase Intention.
English Abstract
The halal cosmetic industry in Indonesia has been growing for the past years, this is driven by the large Muslim population in this country and increasing global demand for halal products. PT Paragon Technology and Innovation is an Indonesian beauty company that aims to create greater benefits for society through various innovations. This study aims to determine the influence of Halal Brand Personality, Halal Certification, and Halal Awareness on the Purchase Intention of users of PT Paragon Technology and Innovation cosmetic products. The type of research used is a quantitative research approach. This study used a sample of 333 respondents who were users of PT Paragon Technology and Innovation cosmetic products taken using non-probability sampling techniques with purposive sampling methods. The instrument test in this study consists of outer model test, inner model test, and hypothesis test using SmartPLS 4.0 software. The results of the analysis of this study show that: (1) Halal Brand Personality has a positive and significant effect on Purchase Intention. (2) Halal Certification Personality has a positive and significant effect on Purchase Intention. (3) Halal Awareness Personality has a positive and significant effect on Purchase Intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524030191 |
| Uncontrolled Keywords: | Halal Brand Personality, Halal Certification, Halal Awareness, Purchase Intention, Kosmetik |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 21 Jun 2024 04:01 |
| Last Modified: | 21 Jun 2024 04:01 |
| URI: | http://repository.ub.ac.id/id/eprint/220304 |
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