- Islamic Celebrity Endorser,
- Halal Labels,
- Product quality
Copyright (c) 2021 Ananda Ilmi Wahidyah, Fitri Nur Latifah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This study was used to determine the effect of Islamic celebrity endorser, halal label and product quality on interest in buying Wardah cosmetics at Muhammadiyah University students of Sidoarjo using quantitative methods with 98 respondents who were taken using Stratified Random Sampling sampling technique. The results of the study partially show that Islamic celebrity endorsers have a tcount value of 1.490 < ttable 1.985 and a significance value of 0.140 > 0.05, the halal label has a tcount value of 3.037 > ttable 1.985 and a significance value of 0.003 <0.05, and product quality has a value of tcount. 4.891 > t table 1.985 and a significance value of 0.000 < 0.05. So it can be concluded that partially Islamic celebrity endorser has no effect on buying interest, while the halal label and product quality affect the buying interest of Wardah cosmetics at Muhammadiyah University Sidoarjo students. Meanwhile, simultaneously Islamic celebrity endorser, halal label and product quality affect the buying interest of students at Muhammadiyah University of Sidoarjo.
Downloads
References
- P. B. Utami, “Strategi Komunikasi Pemasaran Melalui Endorsement pada Online Shop di Indonesia,” 2014.
- N. A. Safitri, “Analisis Pengaruh Gaya Hidup, Labelisasi Halal, Dan Citra Merek Terhadap Keputusan Pembelian Produk Wardah (Studi Pada Mahasiswa FEB UMS),” 2019.
- N. Adityasari, “Endorsement Sebagai Trend Media Pemasaran Dalam Prespektif Islam,” Universitas Airlangga Surabaya, 2015.
- A. P. Rosadi, A. R. Hidayat, dan M. Yunus, “Tinjauan Etika Bisnis Islam terhadap Etika Endorser dalam Praktik Endorsement di Media Sosial Instagram ( Studi Kasus pada Nurul Fatimah ),” Pros. Huk. Ekon. Syariah, vol. 5, no. 2, 2019.
- K. Widiastuti dan Sunarti, “Pengaruh Persepsi Resiko, Kualitas, Harga, Dan Nilai Konsumen Wanita Muslim Terhadap Citra Merek Kosmetik Berlabel Halal (Survei pada Konsumen Kosmetik Wardah di Kota Malang),” J. Adm. Bisnis, vol. 51, no. 1, hal. 130–137, 2017.
- L. N. Anggraini, E. Kustiyah, dan Sudarwati, “Pengaruh Kualitas, Harga Dan Citra Produk Terhadap Kepuasan Pelanggan Pada Produk Kosmetik Wardah (Studi pada Mahasiswi Fakultas Ekonomi Islam Batik Surakarta),” EKOBIS J. Ilmu Manaj. dan Akuntanis, vol. 7, no. 1, hal. 46–58, 2019.
- E. Tambunan, “Pengaruh Promosi Dan Kualitas Produk Terhadap Minat Beli Mahasiswa Farmasi Pada Kosmetik Wardah Di Universitas Sari Mutiara Indonesia Medan,” INTEGRITAS, vol. 5, no. 1, 2019.
- Y. Rif’adah, “Pengaruh Islamic Endorsement dan Islamic Branding terhadap Minat Beli di Media Sosial Instagram Safi Indonesia,” Universitas Islam Negeri Sunan Ampel, 2019.
- I. Afriliantini, A. Salam, dan Abdurrahman, “Pengaruh Label Halal Dan Celebrity Endorser Terhadap Keputusan Pembelian (Studi Kasus pada Pelanggan Kosmetik Wardah di Kota Sumbawa ),” J. Manaj. Dan Bisnis, vol. 2, no. 120, 2019.
- R. Lesmana dan S. D. Ayu, “Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Wardah Pt Paragon Tehnology and Innovation,” J. Pemasar. Kompetitif, vol. 2, no. 3, hal. 59, 2019.
- P. D. Sugiyono, Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: ALFABETA, 2019.