Pengaruh Celebrity Endorser, Label Halal, dan E-WoM terhadap Keputusan Pembelian Kosmetik Scarlett Whitening dengan Minat Beli sebagai Variabel Mediasi

Penulis

  • Maulida Khoirotun Nisa` Universitas Islam Negeri Salatiga
  • Agung Guritno Universitas Islam Negeri Salatiga

DOI:

https://doi.org/10.30821/se.v10i2.20486

Kata Kunci:

celebrity endorser, e-wom, halal label, purchase decision, purchase intention

Abstrak

This research aims to examine the Influence of Celebrity Endorser, Halal Label, and E-WoM on Purchase Decision Mediated by Purchase Interest. This study applies a quantitative method with primary data type and purposive s ampling as the sampling technique. The research was conducted by distributing questionnaires in the form of Google Form through direct links or using QR Codes with a sample size of 210 respondents. Testing was conducted using classic assumption tests, model accuracy tests, and hypothesis tests. The data were analyzed using SPSS version 29. The results of the t-test show that celebrity endorser significantly and positively influences purchase interest, while halal label and E-WoM have a positive but non-significant effect on purchase interest. Additionally, the t-test results indicate that celebrity endorser, halal label, and E-WoM significantly and positively influence purchase decisions. Meanwhile, the Sobel test results show that purchase interest can mediate the influence of celebrity endorser on purchase decisions, but purchase interest cannot mediate the influence of halal label and E-WoM on purchase decisions

Referensi

Bahri, A., Damayanti, C. M., Sirait, Y. H., & Alfarisy, F. (2022). Aplikasi Tiktok sebagai Media Pembelajaran Bahasa Inggris di Indonesia Jurnal Indonesia Sosial Sains, 3(1), 120-130. https://doi.org/10.36418/jiss.v3i1.505.

Bawono, A. (2006). Multivariate Analysis dengan SPSS. Salatiga Press.

Ghozali, I. (2013). Aplikasi Analisis dengan Program SPSS. Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2016). Aplikasi Analisis dengan Program SPSS 23. Badan Penerbit Universitas Diponegoro.

Kumbara, V. B. (2021). Determinasi Nilai Pelanggan dan Keputusan Pembelian: Analisis Kualitas Produk, Desain Produk dan Endorse. Jurnal Ilmu Manajemen Terapan, 2 (5), 604-630.

Nuraidah, & Megawati, L. (2023). Pengaruh Digital Marketing dan E-WoM terhadap Keputusan Pembelian Produk Skincare Ms Glow (Survei pada Pelanggan Store Ms Glow Sukabumi). Jurnal Ilmiah Wahana Pendidikan, 9(8), 386-400.

Nurazizah, S., Tabah, H. S., Yulianti, R. (2023.). Faktor-Faktor yang Mempengaruhi Minat Beli Konsumen dalam Pembelian Keramik di Toko Dian Keramik dengan Metode Analisis Faktor. Jurnal Unirow, 5(1), 10-15.

Paujiah, R., Ahmad., M. K., & Syarifah, G. (2020). Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian. Al Maal: Journal of Islamic Economics and Banking, 2(1), 144-163

Permatasari, P. R. (2020). Pengaruh Atribut Produk Dan E-WoM Pada Loyalitas Konsumen Dalam Memilih Kosmetik Wardah Yang Dimediasi Oleh Keputusan Pembelian (Studi Empiris Pengguna Kosmetik di Kota Magelang).. Skripsi. Universitas Muhammadiyah Magelang

Rosyada, M. (2022). Analisis Pengaruh Brand Awareness, Label Halal dan Religiusitas terhadap Keputusan Pembelian Produk Kosmetik Halal. Coopetition: Jurnal Ilmiah Manajemen, 13(2), 213-218.

Safitra, A. N., & Alimuddin, A. (2023). The Impact Of Brand Image, Celebrity Endorser And Shopping Lifestyle On Purchase Decisions At E-Commerce Shopee Management Studies and Entrepreneurship Journal, 4(5), 5229-5238.

Sanditya, R. (2019). Hubungan Celebrity Endorser Dengan Keputusan Pembelian Produk Pakaian Pada Konsumen Secara Online di Media Sosial Instagram. Jurnal Ilmiah Psikologi, 7(1), 100-104.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis & Ekonomi, Cetakan Pertama. Pustaka Baru Press.

Susmonowati, T., & Khotimah, H. (2021). Pengaruh Electronic Word of Mouth dan Persepsi nilai terhadap Keputusan Pembelian pada Situs Lazada. Jurnal Lentera Bisnis, 10 (2), 197. https://doi.org/10.34127/jrlabv10i2.408

Suryowati, B., & Nurhasanah. (2020). Label Halal, Kesadaran Halal, Religiusitas dan Minat Beli Produk Kosmetik Halal. Jurnal Komplesitas, 9(11), 11-20.

Tjiptono, F. (2015). Strategi Pemasaran. Andi

Unduhan

Diterbitkan

2024-11-12

Terbitan

STUDIA ECONOMICA: Jurnal Ekonomi Islam | Vol. 10 | No. 2 | 2024

Bagian

Articles

Lisensi

Rights of Authors

Authors retain the following rights:
1. Copyright, and other proprietary rights relating to the article, such as patent rights,
2. the right to use the substance of the article in future own works, including lectures and books,
3. the right to reproduce the article for own purposes, provided the copies are not offered for sale,
4. the right to self-archive the article.

User Right

Under the Creative Commons Attribution-NonCommercial 4.0 International (CC-BY-NC), the author(s) and users are free to share (copy, distribute and transmit the contribution).

Licensing

All journal content is licenced under a Creative Commons Attribution NonCommercial 4.0 International License that allows others to use the articles for non-commercial purposes with an acknowledgement of the work's authorship and initial publication in this journal.

STUDIA ECONOMICA: Jurnal Ekonomi Islam is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

You are free to:

  1. Share — copy and redistribute the material in any medium or format
  2. Adapt — remix, transform, and build upon the material
  3. The licensor cannot revoke these freedoms as long as you follow the license terms.