Open AccessPENGARUH LABEL HALAL DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Pelanggan Kosmetik Wardah di Kota Sumbawa )
Author(s) -
Indri Afriliantini,
Abdul Salam,
Abdurrahman Abdurrahman
Publication year - 2019
Publication title -
jurnal manajemen dan bisnis
Language(s) - English
Resource type - Journals
ISSN - 2686-2484
DOI - 10.37673/jmb.v2i1.300
Subject(s) - nonprobability sampling , purchasing , advertising , psychology , intervening variable , purchasing decision , value (mathematics) , business administration , mathematics , business , medicine , statistics , marketing , population , environmental health
The purpose this study is to determine : 1) Effect of halal labels on wardah cosmetic purchasing decision. 2) Effect of celebrity endorser on purcahasing decisions. The model used in data analysis is the research instrumens, classic assumption test, multiple linear analysis, and test the hypothesis. The analytical tool used in this study is SPSS Data used is primary data and secondary data with sampling purposive sampling. The result of this study show 1) label halal label has a positive and significant what is indicated by the value for the halal label variabel is equal to 0.000 where is this value dari 0,5.