PENGARUH KEPUTUSAN PEMBELIAN PADA PT PARAGON TECHNOLOGY AND INNOVATION DENGAN WORD OF MOUTH SEBAGAI VARIABEL MODERASI

Fairuz Nada Lubabah, NIM.: 20208012029 (2022) PENGARUH KEPUTUSAN PEMBELIAN PADA PT PARAGON TECHNOLOGY AND INNOVATION DENGAN WORD OF MOUTH SEBAGAI VARIABEL MODERASI. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of the halal cosmetics sector in Indonesia is increasing consumer demand. Various types of halal cosmetics in the market can affect an individual’s purchasing intentions which ultimately influencing the purchasing decision factor. This study aims to test and analyze the variables of a halal label, brand image, product quality, product innovation and price towards purchasing decision halal cosmetics. Then the researcher added the word of mouth as a moderation variable. This research method uses quantitative research. The number of samples in this study was 400 respondents using questionnaire techniques distributed to respondents domiciled in Java Island. The data analysis used in this study was SEM-PLS with help of the SmartPLS 3.0 program. The results of this study show that the variables of a halal label, product quality and price have a positive and significant effect on purchasing decisions halal cosmetics. Meanwhile, the variables of brand image and product innovation do not affect the purchasing decision of halal cosmetics. Then the variables of a halal label, brand image, product quality and product innovation do not affect purchasing decisions through word of mouth. Meanwhile, price variables positively and significantly affect purchasing decisions through word of mouth at halal cosmetics.

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