Dwi Asmarani Ramdani, . (2024) DETERMINAN KEPUTUSAN PEMBELIAN PRODUK FESYEN HALAL MUSLIMAH DI E-COMMERCE PADA GENERASI MILENIAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The potential for the halal industry, especially halal fashion, is currently increasingly wide open. The increasing consumption of halal fashion products in Indonesia reflects its great potential. However, considering that Indonesia's population is the largest in the world, Indonesia should be ranked first. Therefore, halal e-commerce can encourage the development of the halal fashion industry in Indonesia. The aim of the research is to explain the influence of attitudes, subjective norms, behavioral control, celebrity endorsers, and halal brand personality on purchasing decisions for halal fashion products. The population of this research is the millennial generation of DKI Jakarta with 120 respondents who have purchased halal Muslim fashion products at Shopee Barokah. This research uses a quantitative approach with Smart Partial Least Square data analysis version 3.0. The results of the research are that attitude has a significant influence on purchasing decisions, subjective norms have a significant influence on purchasing decisions, behavioral control has a significant influence on purchasing decisions, celebrity endorsers have no influence and are not significant on purchasing decisions, and halal brand personality has a significant influence on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010116005] [Pembimbing: Muhammad Anwar Fathoni] [Penguji 1: Ade Nur Rohim] [Penguji 2: Tati Handayani] |
| Uncontrolled Keywords: | celebrity endorser, halal fashion, halal brand personality, purchasing decisions, theory of planned behavior. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | Dwi Asmarani Ramdani |
| Date Deposited: | 21 Mar 2024 03:36 |
| Last Modified: | 21 Mar 2024 03:36 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28462 |
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