Maulida, Zilah Nurul (2023) Pengaruh Dukungan Selebriti, Pengetahuan Konsumen, Perilaku Konsumen, Dan Merek Islam Terhadap Minat Beli Scarlett Whitening Di Kecamatan Adiwerna Kabupaten Tegal. Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.
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Abstract
ABSTRAK ZILAH NURUL MAULIDA. Pengaruh Dukungan Selebriti, Pengetahuan Konsumen, Perilaku Konsumen dan Merek Islam terhadap Minat Beli Scarlett Whitening di Kecamatan Adiwerna Kabupaten Tegal. Scarlett Whitening merupakan produk kecantikan yang memiliki merek Islam untuk menarik minat beli konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh dari dukungan selebriti (X1), pengetahuan konsumen (X2), perilaku konsumen (X3) dan merek Islam (X4) terhadap minat beli Scarlett Whitening (Y) di Kecamatan Adiwerna Kabupaten Tegal. Penelitian ini menggunakan metode kuantitatif berbasis data numerik dengan jenis penelitian field research. Sampel penelitian ini berjumlah 100 orang dengan kriteria responden adalah masyarakat yang berdomisili di Kecamatan Adiwerna, menggunakan Scarlett Whitening dan berusia antara 13 sampai 45 tahun. Analisis data yang digunakan adalah analisis regresi linear berganda dengan SPSS 22. Hasil penelitian ini menunjukan variabel dukungan selebriti (X1), pengetahuan konsumen (X2), perilaku konsumen (X3) dan merek Islam berpengaruh secara positif terhadap minat beli scarlett whitening (Y) secara simultan keempat variabel bebas berpengaruh secara positif dan signifikan terhadap minat beli Scarlett Whitening(Y)ABSTRACT ZILAH NURUL MAULIDA. The Influence of Celebrity Endorsement, Consumer Knowledge, Consumer attitude and Islamic Branding on Buying Interest in Scarlett Whitening in Adiwerna District, Tegal Regency. Scarlett Whitening is a beauty product that has an Islamic brand to attract consumer buying interest. This study aims to determine the effect of celebrity endorsement (X1), consumer knowledge (X2), consumer attitude (X3) and Islamic branding (X4) on buying interest in Scarlett Whitening (Y) in Adiwerna District, Tegal Regency. This study uses quantitative methods based on numerical data with the type of field research. The sample of this study amounted to 100 people with the criteria that respondents are people who live in Adiwerna District, use Scarlett Whitening and are between 13 and 45 years old. The data analysis used is multiple linear regression analysis with SPSS 22. The results of this study indicate that the variables of celebrity endorsement (X1), consumer knowledge (X2), consumer attitude (X3) and Islamic branding have a positive effect on buying interest in Scarlett Whitening (Y) simultaneously the four independent variables have a positive and significant effect on buying interest in Scarlett Whitening (Y).
| Item Type: | Thesis (Undergraduate Thesis) | ||||||||
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| Uncontrolled Keywords: | Kata kunci: Dukungan Selebriti, Pengetahuan Konsumen, Perilaku Konsumen, Merek Islam, Minat Beli, Scarlett WhiteningKeywords: Celebrity Endorsement, Consumer Knowledge, Consumer Behavior, Islamic Brand, Purchase Intention, Scarlett Whitening | ||||||||
| Subjects: | 200 RELIGION (AGAMA) > 2X0 ISLAM UMUM > 2X6.3 Ekonomi Islam, Sistem Ekonomi Islam 300 SOCIAL SCIENCE ( ILMU SOSIAL ) > 330 Economics (Ilmu Ekonomi) > 330 Economics/Ilmu Ekonomi |
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| Divisions: | Fakultas Ekonomi dan Bisnis Islam > Prodi Ekonomi Syariah | ||||||||
| Depositing User: | UIN Gus Dur Febi | ||||||||
| Date Deposited: | 20 Nov 2023 03:24 | ||||||||
| Last Modified: | 20 Nov 2023 03:24 | ||||||||
| URI: | http://etheses.uingusdur.ac.id/id/eprint/4653 |
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