PENGARUH HARGA, KUALITAS PRODUK DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PRODUK SKINCARE THE ORIGINOTE PADA MARKETPLACE TOKOPEDIA (Studi Kasus Mahasiswa FEB Universitas PGRI Madiun)

Pristia, Laluna Gita (2024) PENGARUH HARGA, KUALITAS PRODUK DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PRODUK SKINCARE THE ORIGINOTE PADA MARKETPLACE TOKOPEDIA (Studi Kasus Mahasiswa FEB Universitas PGRI Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

The aim of this research is to determine the influence of price, product quality, halal labels on purchasing decisions through interest in purchasing The Originote skincare products among FEB University of Madiun students. The data source in this research is primary data where the data collection method uses a questionnaire method with purposive sampling technique. The number of samples used was 325 respondents. The research method used is a quantitative approach using Structural Equation Model (SEM) analysis using the help of SmartPLS (Partial Least Square) software version 4.1.0.4 Partial research results show that (1) price has a positive and significant effect on purchase interest, (2) product quality has a positive and significant effect on purchase interest, (3) halal labels have a negative and insignificant effect on purchase interest, (4) price has an effect negative and not significant on purchasing decisions, (5) product quality has a positive and significant effect on purchasing decisions, (6) halal labels have a positive and significant effect on purchasing decisions, (7) purchase interest has a positive and significant effect on purchasing decisions, (8) Purchase interest is able to mediate price on purchasing decisions, (9) Purchase interest is able to mediate product quality on purchasing decisions, (10) Purchase interest is not able to mediate halal labels on purchasing decisions. Keywords: Price; Product Quality; Halal Label; Purchase Interest; Buying decision

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Keywords: Price; Product Quality; Halal Label; Purchase Interest; Buying decision
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: PRISTIA GITA LALUNA
Date Deposited: 14 Oct 2024 07:12
Last Modified: 14 Oct 2024 07:12
URI: http://eprint.unipma.ac.id/id/eprint/2502

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