PENGARUH DISKON, E-WOM, DAN KESADARAN HALAL TERHADAP MINAT PEMBELIAN ULANG KOSMETIK HALAL DI E-COMMERCE PADA MAHASISWA MUSLIM JAKARTA

Fara Rayan Kemala, . (2024) PENGARUH DISKON, E-WOM, DAN KESADARAN HALAL TERHADAP MINAT PEMBELIAN ULANG KOSMETIK HALAL DI E-COMMERCE PADA MAHASISWA MUSLIM JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The presence of e-commerce has increased the interest of young people in buying products, specifically the cosmetics category. The discounts provided create benefits for consumers, especially students, with various reviews on social media regarding certain products can increase a consumer's repurchase intention. Muslim consumers' repurchase intentions for cosmetics are an important concern because not all cosmetics are guaranteed to be halal. Therefore, this research aims to determine the effect of discount, E-WOM, and halal awareness towards repurchase intentions of halal cosmetics through e-commerce on Muslim students in Jakarta. The population in this study were Muslim students who had purchased halal cosmetics in the Jakarta area. This research uses a quantitative descriptive method approach with sampling methods purposive sampling which was tested on Muslim student respondents in Jakarta. The data collected is primary data by providing online-based questionnaires to Muslim students. Data analysis techniques uses the SmartPLS application. The research results show that discount prices, E-WOM, and halal awareness has a positive and significant effect on interest in repurchasing halal cosmetics through e-commerce on Muslim students in Jakarta. The implication of the research is that halal cosmetics businesses can take advantage of discount strategies and e-wom in order to attract consumers' repurchase interest as well as attract attention to increase halal awareness.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2010116065] [Pembimbing: Sufyati HS] [Penguji 1: Tati Handayani] [Penguji 2: Prima Dwi Priyatno]
Uncontrolled Keywords:	Discount, E-WOM, Halal Awareness, Halal Cosmetics, Repurchase Intention
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User:	Fara Rayan Kemala
Date Deposited:	21 Mar 2024 05:04
Last Modified:	21 Mar 2024 05:07
URI:	http://repository.upnvj.ac.id/id/eprint/28431

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