Anjalina, Weni (2024) PENGARUH LABELISASI HALAL DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING PADA GENERASI Z MUSLIM DI KOTA PALEMBANG. Undergraduate Thesis thesis, Universitas Islam Negeri Raden Fatah Palembang.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Labelisasi Halal dan Harga terhadap Keputusan Pembelian Produk Skincare Scarlett Whitening Pada Generasi Z Muslim Di Kota Palembang. Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan metode Purposive sampling dengan jumlah 170 orang responden yang menjadi perwakilan dari seluruh populasi. Pada penelitian ini data penelitian dikumpulkan dengan menyebar kuesioner melalui google form kepada para responden. Jenis data yang digunakan adalah primer. Teknik analisis data yang digunakan dalam penelitian ini yaitu analisis uji outer loading, uji inner model dan uji hipotesis dengan program SmartPLS 4 dengan metode SEM (Structural Equation Modeling). Setelah dilakukan pengolahan data, hasil penelitian menunjukkan bahwa secara parsial labelisasi halal berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai hasil t hitung 2.607 > t tabel 1.96; dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung 6.315 > t tabel 1.96. Kata Kunci: Labelisasi Halal, Harga dan Keputusan Pembelian. ABSTRACT This study aims to determine the Effect of Halal Labeling and Price on the Purchase Decision of Scarlett Whitening Skincare Products in Generation Z Muslims in Palembang City. The sampling technique uses non-probability sampling techniques with the Purposive sampling method with a total of 170 respondents who are representative of the entire population. In this study, research data was collected by distributing questionnaires through google form to respondents. The type of data used is primary. The data analysis techniques used in this study are outer loading test analysis, inner model test and hypothesis test with SmartPLS 4 program with SEM (Structural Equation Modeling) method. After data processing, the results showed that partially halal labeling had a positive and significant effect on purchasing decisions with a calculated t result value of 2,607 > t table 1.96; And price has a positive and significant effect on purchasing decisions with a calculated t value of 6.315 > t table 1.96. Keywords: Halal Labeling, Price and Purchase Decision.
| Item Type: | Thesis (Undergraduate Thesis) |
|---|---|
| Subjects: | Ekonomi dan Bisnis Islam > Ekonomi Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > 60202 - Ekonomi Syariah (S1) |
| Depositing User: | WENI ANJALINA 2020602105 |
| Date Deposited: | 26 Apr 2024 08:22 |
| Last Modified: | 26 Apr 2024 08:22 |
| URI: | http://repository.radenfatah.ac.id/id/eprint/36882 |
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