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DETERMINAN NIAT BELI KOSMETIK PRO ISRAEL DENGAN RELIGIUSITAS SEBAGAI VARIABEL MODERASI
This study is about the purchase intention of pro-Israel cosmetics. Cosmetics themselves have become a daily necessity, but with the issue of boycotting it is very interesting to note because there will be several considerations, remaining loyal to cosmetics that have been used for years or having other choices. The company's statement on global issues shows its support for certain parties in the conflict, so that people choose to boycott. This study applies a quantitative approach by utilizing primary data. Primary data was collected by distributing questionnaires to the public in various provinces in Indonesia. The number of respondents involved in this study was 246 people. Data was obtained and analyzed using the WarpPLS method with the help of WarpPLS software version 8.0. The results of this study reveal that virtual interaction on purchase intention is not significant, but for brand equity and self-concordance variables have a significant effect on purchase intention. On the other hand, for testing virtual interaction on purchase intention moderated by religiosity is not significant, for testing brand equity on purchase intention after being moderated by religiosity is not significant, but self-concordance on purchase intention with religiosity as a moderation has a significant effect.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
DETERMINAN NIAT BELI KOSMETIK PRO ISRAEL DENGAN RELIGIUSITAS SEBAGAI VARIABEL MODERASI (Text)
DETERMINAN NIAT BELI KOSMETIK PRO ISRAEL DENGAN RELIGIUSITAS SEBAGAI VARIABEL MODERASI (Other)
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658.8342 Consumer Behavior/Perilaku Konsumen