ANALISIS PENGARUH NIAT BELI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK HALAL (STUDI KASUS PADA BRAND SCARLETT WHITENING)

Siti Aisyah Humaira, NIM.: 20208012013 (2023) ANALISIS PENGARUH NIAT BELI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK HALAL (STUDI KASUS PADA BRAND SCARLETT WHITENING). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to identify the influence purchase intention on purchase decisions for halal cosmetics using the Theory of Planned Behavior. This research focuses on a local Indonesian cosmetic brand, called Scarlett Whitening. Use Structural Equation Modeling (SEM) PLS. Used quantitative method and primary data with 175 respondents. Use SmartPLS.3 application. Results of the study found that the TBP components included attitude, subjective norm, perceived behavioral control had a significant positive effect on purchase intention to Halal cosmetics brand Scarlett Whitening, also social media variables and beauty influencer had a significant positive effect on the purchase intention to Halal cosmetics brand Scarlett Whitening. purchase intentions had a significant positive effect on the purchase decision to Halal cosmetics brand Scarlett Whitening. Product reviews had no effect on purchase intention halal cosmetics Scarlett Whitening.

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