Model Keputusan Pembelian Melalui Minat Beli Konsumen: Analisis Labelisasi Halal terhadap Kualitas Produk (Studi Kasus Pada Konsumen Wardah di Bekasi)

Authors

  • Ayu Paramita Mahasiswa Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakarta Raya
  • Hapzi Ali Dosen Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakarta Raya
  • Fransiskus Dwikoco Dosen Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Jakarta Raya

DOI:

https://doi.org/10.38035/jim.v1i3.65

Keywords:

Keputusan Pembelian, Labelisasi Halal, Kualitas Produk, Minat Beli

Abstract

Penelitian ini digunakan untuk mengukur model keputusan pembelian melalui minat beli konsumen: analisis labelisasi halal dan kualitas produk pada tahun 2022 di daerah Bekasi. Penelitian ini merupakan penelitian kuantitatif dimana objek yang digunakan merupakan konsumen yang sudah pernah mengkonsumsi produk Wardah. Penelitian ini dilakukan dengan teknik sampel sampling aksidental. Adapun jumlah sampel yang digunakan dalam penelitian ini yaitu 204 responden. Rancangan yang digunakan dalam penelitian ini adalah pengujian hipotesis (hypothesis testing) dengan menggunakan teknik analisis structural equation model dengan alat bantu aplikasi SmartPLS versi 3.0. Berdasarkan hasil penelitian ini menjelaskan bahwa 1) Labelisasi Halal berpengaruh positif dan signifikan terhadap Minat Beli ;2) Labelisasi Halal berpengaruh dan tidak signifikan terhadap Keputusan Pembelian; 3) Kualitas Produk berpengaruh positif dan signifikan terhadap Minat Beli; 4) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian; 5) Minat Beli berpengaruh positif dan signifikan terhadap Keputusan Pembelian.

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2022-11-17

How to Cite

Paramita, A., Hapzi Ali, & Fransiskus Dwikoco. (2022). Model Keputusan Pembelian Melalui Minat Beli Konsumen: Analisis Labelisasi Halal terhadap Kualitas Produk (Studi Kasus Pada Konsumen Wardah di Bekasi). Jurnal Ilmu Multidisiplin, 1(3), 554–570. https://doi.org/10.38035/jim.v1i3.65

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Vol. 1 No. 3 (2022): Jurnal Ilmu Multidisplin (Oktober-Desember 2022)

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