Pengaruh Label Halal dan Influencer Endorser Terhadap Intensi Pembelian Produk Skincare Safi dengan Religiusitas Sebagai Variabel Moderasi pada Generasi Z
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Institusion

Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya

Author

Nursabrina, Aviva Eka

Subject

297 - ISLAM, BABISM & BAHAI FAITH 

Datestamp

2023-05-22 03:07:35 

Abstract :
This study aims to examine the effect of halal labels and influencer endorsers on purchase intentions of Safi skincare products with religiosity as a moderating variable in Generation Z. The number of respondents in this study were 130x1 Muslim women in Surabaya, Sidoarjo, Gresik, Bangkalan, Mojokerto and Lamongan aged 19-27 years who know Safi skincare products. The sampling technique is using purposive sampling. The analysis technique used to see the effect between the independent variables and the dependent variable is using SEM-PLS (Structural Equation Model-Partial Least Square) using the Smart PLS 3.0 program. The results of this study prove that the halal label has a significant positive effect on the intention to purchase Safi skincare products, obtained a significant value of 0.001 <0.05, so H1 is accepted. The influencer endorser variable has a significant positive effect on the intention to purchase Safi skincare products with a significant value of 0.000 <0.05, and religiosity does not moderate the effect of the halal label on the intention to purchase Safi skincare products with a significant value of 0.464 <0.05. 

File :
ARTIKEL ILMIAH.pdf
C O V E R.pdf
B A B I.pdf
B A B II.pdf
B A B III.pdf
B A B IV.pdf
B A B V.pdf
L A M P I R A N.pdf