PENGARUH KESADARAN HALAL, VIRAL MARKETING, DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK OMG BEAUTY OLEH MUSLIMAH

Intan Farrel Aurellia, . (2025) PENGARUH KESADARAN HALAL, VIRAL MARKETING, DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK OMG BEAUTY OLEH MUSLIMAH. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Cosmetics play a important role for women, not only to enhance their appearance but also as a medium for self-expression and boosting self-confidence. For Muslim consumers, halal awareness is a critical factor in choosing cosmetic brands. However, many consumers still lack understanding of halal awareness in relation to halal cosmetics. Additionally, while viral marketing is increasingly employed by cosmetic companies, its effectiveness depends on innovative promotional strategies. Strong brand equity is also essential for building consumer trust, but it requires time and a well-planned approach. This study aims to analyze the influence of halal awareness, viral marketing, and brand equity on the purchasing decisions of OMG Beauty products among Muslim women. The research population consisted of Muslim women in Jabodetabek who had used OMG Beauty products. A probability sampling technique with a simple random sampling method was applied, involving 100 respondents. Data were analyzed using the SmartPLS 4.0 application. The results showed that halal awareness, viral marketing, and brand equity each had a significant effect on purchasing decisions for OMG Beauty products. This study provides valuable insights for companies to strengthen halal campaigns, optimize viral marketing strategies, and maintain strong brand equity to increase purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No,Panggil: 2110116008] [Pembimbing: Lili Puspita Sari] [Penguji 1: Ade Nur Rohim] [Penguji 2: Fadhli Suko Wiryanto]
Uncontrolled Keywords: Cosmetics, Halal Awareness, Muslimah
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User: INTAN FARREL AURELLIA
Date Deposited: 14 Feb 2025 14:30
Last Modified: 14 Feb 2025 14:30
URI: http://repository.upnvj.ac.id/id/eprint/34715

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