STUDI ANTESEDEN KEPUTUSAN PEMBELIAN KOSMETIK HALAL PADA PRODUK BARENBLISS BRAND KOREA SELATAN DI INDONESIA

Auratul Atifah Harbit, NIM.: 22208012055 (2024) STUDI ANTESEDEN KEPUTUSAN PEMBELIAN KOSMETIK HALAL PADA PRODUK BARENBLISS BRAND KOREA SELATAN DI INDONESIA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The increasing public awareness of beauty products, particularly makeup trends, has made Indonesia a potential market for halal cosmetic producers. Barenbliss, a South Korean cosmetic brand, successfully entered the Indonesian market in 2021 and quickly gained popularity in 2022. This study aims to examine the influence of product quality, price, brand image, social media marketing, and halal label on the purchasing decision of Barenbliss halal cosmetics in Indonesia, with word of mouth as a moderating variable. Data was collected through a questionnaire distributed to 450 Muslim women aged 17 and above who had purchased or used Barenbliss cosmetics within the past three months. Using a quantitative approach, the data was analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) version 3.0. The results revealed that product quality, price, brand image, and halal label had a significant positive impact on the purchasing decision of Barenbliss products. However, social media marketing did not show a significant influence on purchasing decisions. Moderation analysis indicated that only the price variable had a significant positive impact on purchasing decisions. Other variables, such as product quality, brand image, social media marketing, and halal label, did not have a significant moderating effect through word of mouth.

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