Apakah Celebrity Endorsement Produk Halal dan Citra Merek Berpengaruh Terhadap Keputusan Pembelian Skin Care Safi?

Astuti, Desi Tya and Iriani, Francy (2019) Apakah Celebrity Endorsement Produk Halal dan Citra Merek Berpengaruh Terhadap Keputusan Pembelian Skin Care Safi? In: Seminar Nasional & Call For Papers “Masterplan Ekonomi Syariah Indonesia 2019 – 2024 Guna Mendukung SDG’s Indonesia 2045”, 30 November 2019, STIE Bank BPD Jateng.

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Abstract

This study aims to determine the effect of Celebrity Endorsement Halal Products and Brand Image on Purchasing Decisions in Skincare Safi. The independent variables used in this study are Celebrity Endorsement (X1), Halal Products (X2), and Brand Image (Brand Image) (X3). While the dependent variable is the Purchasing Decision (Y). The research method used in this research is descriptive-quantitative research method using a sample of 100 respondents. This study used a purposive sampling method to gather the data. Data than analyzed using descriptive and path analysis. Data processing is performed using SmartPLS 3 computer software. The results of this study indicate that the Celebrity Endorsement variable, Halal Products has a significant effect on the purchase decision variable, while brand image does not significantly influence the purchase decision variable..

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > H Social Sciences (General)
Depositing User:	prosiding stie saf
Date Deposited:	16 Jul 2020 06:39
Last Modified:	16 Jul 2020 06:39
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/208

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