Pertiwi, J.A. Jelita Srikandi (2024) Pengaruh Label Halal, Brand Image & Kualitas Produk Terhadap Keputusan Pembelian Produk Wardah Exclusive Matte Lip Cream di Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Tim.
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Abstract
The development of technology in the era of globalization has shifted human lifestyle and needs, where not only the need for food, clothing, health, and education, but also the need to care for the body. For women, looking beautiful and confident is now a priority, so that the use of cosmetics is increasing. Matte lip cream is increasingly in demand because of its soft texture, not drying, and long-lasting. Wardah responded to this need by launching Exclusive Matte Lip Cream, which keeps lips moist and provides a velvet matte finish. Based on Top Brand Index data, although Wardah led the lipstick category from 2020 to 2024, the trend has consistently decreased. Sales of Exclusive Matte Lip Cream in cosmetic stores in Sidoarjo in 2022-2024 also fluctuated. This study discusses the influence of Halal Labels, Brand Image, and Perception of Product Quality on purchasing decisions for Wardah Exclusive Matte Lip Cream in Sidoarjo. This study uses a quantitative approach with a non-probability sampling method and a purposive sampling technique in selecting samples. The sample criteria include people domiciled in Sidoarjo, aged at least 17 years, and have purchased or used Wardah Exclusive Matte Lip Cream products at least once. This study involved 100 respondents, with data analysis conducted using the Partial Least Squares (PLS) technique. The results of the study revealed that the Halal Label has a positive and significant impact on purchasing decisions for Wardah Exclusive Matte Lip Cream in Sidoarjo. In addition, Brand Image also has a positive and significant influence on purchasing decisions for the product. Likewise, Perception of Product Quality shows a positive and significant influence on purchasing decisions for Wardah Exclusive Matte Lip Cream in Sidoarjo.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | J.A. JELITA SRIKANDI PERTIWI | ||||||||
| Date Deposited: | 26 Nov 2024 06:30 | ||||||||
| Last Modified: | 03 Dec 2024 08:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/18818 |
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