Pengaruh Halal Awareness, Celebrity Endorser dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Maybelline (Studi Kasus Mahasiswi Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sumatera Utara)

Abstract

Penelitian iini bertujuan untuk mengetahui Pengaruh Halal Awareness, Celebrity Endorser dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Maybelline (Studi iKasus iPada Mahasiswa Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sumatera Utara). Jenis penelitian ini adalah asosiatif. Teknik penarikan sampel yang akan digunakan adalah Teknik Non Probability Sampling dengan metode Purposive Sampling. Perhitungan sampel menggunakan rumus slovin idengan populasi 435 responden dan eror level 10%, imaka sampel dalam penenlitian ini isebanyak 81 responden. Teknik analisis pada penelitian ini menggunakan Teknik analisis Regresi iLinear Berganda. Hasil penelitian menunjukkan bahwa pada uji parsial,uji simultan dan koefisien determinasi diperoleh hasil yaitu Halal Awereness, Celebrity Endorser Dan Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik Maybelline. Nilai Adjusted R Square sebesar 0,573 yang berarti semua variabel independen dapat menjelaskan sebesar 57,3% terhadap variabel dependen. Sementara sisanya sebesar 42,7% dipengaruhi oleh factor lainnya yang tidak di uji pada penelitian ini. This research aims to determine the influence of Halal Awareness, Celebrity Endorser and Brand Image on Purchase Decisions for Maybelline Cosmetic Products (iPad Case Study of Students at the Faculty of Islamic Economics and Business, North Sumatra State Islamic University). This type of research is associative. The sampling technique that will be used is the Non Probability Sampling Technique with the Purposive Sampling method. The sample calculation uses the Slovin's formula with a population of 435 respondents and an error level of 10%, so the sample in this research is 81 respondents. The analysis technique in this research uses the Multiple iLinear Regression analysis technique. The results of the research show that in the partial test, simultaneous test and coefficient of determination the results obtained were that Halal Awereness, Celebrity Endorser and Brand Image had a positive and significant effect on purchasing decisions for Maybelline cosmetic products. The Adjusted R Square value is 0.573, which means that all independent variables can explain 57.3% of the dependent variable. Meanwhile, the remaining 42.7% was influenced by other factors not tested in this study.