Dwi Rizki Nurrahman, . (2025) DETERMINAN KEPUTUSAN PEMBELIAN MAKE-UP HALAL MELALUI SHOPEE DENGAN KESADARAN HALAL SEBAGAI VARIABEL MEDIASI DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (3MB) |
|
Text
AWAL.pdf Download (4MB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (3MB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (3MB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (3MB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (3MB) |
|
Text
BAB 5.pdf Download (3MB) |
|
Text
DAFTAR PUSTAKA.pdf Download (3MB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (3MB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (3MB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (15MB) |
|
Text
ARTIKEL KI..pdf Restricted to Repository staff only Download (272kB) |
Abstract
With the increasing demand for halal make-up products in Indonesia, particularly through e-commerce platforms like Shopee, there is a noticeable shift in consumer preferences that increasingly consider the halal aspects of products. However, despite the growing use of halal labels, there remains a lack of clarity regarding the factors that truly influence consumer purchasing decisions. This study aims to explore the factors affecting the purchasing decisions of halal make-up through Shopee in the Jabodetabek area. The research focuses on the impact of independent variables, namely halal labeling, price, product quality, and e-WOM on the purchasing decisions of halal make-up on Shopee, as well as the role of halal awareness as a mediating variable. The research problem lies in the insufficient understanding of the extent to which these factors influence purchasing decisions and how halal awareness can mediate this relationship. To address this question, the study involves 123 respondents who are female consumers in the Jabodetabek area. The methodology used in this research is a quantitative approach, with primary data collected through questionnaires and secondary data from articles, books, and other publications. The analysis is conducted using SmartPLS, which allows for the explanation of relationships between variables in a partial manner. The results indicate that halal labeling does not have a significant effect on purchasing decisions, although it contributes to an increase in halal awareness. Additionally, price does not show a significant effect, while product quality is proven to have a significant impact on purchasing decisions. E-WOM does not show a significant direct effect but can enhance halal awareness. The implications of this research are expected to provide valuable insights for marketers and business practitioners in formulating more effective marketing strategies, as well as enhancing understanding of the influence of halal labeling, price, product quality, and e-WOM on the purchasing decisions of halal cosmetics.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110116054] [Pembimbing: Sufyati HS] [Penguji 1: Faizi] [Penguji 2: Lili Puspita Sari] |
| Uncontrolled Keywords: | e-wom, halal awareness, halal labelization, halal make-up, purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | DWI RIZKI NURRAHMAN |
| Date Deposited: | 13 Feb 2025 03:24 |
| Last Modified: | 13 Feb 2025 03:24 |
| URI: | http://repository.upnvj.ac.id/id/eprint/35031 |
Actions (login required)
 |
View Item |