Budiarto, Nabila Chairuniza Rizki (2024) Pengaruh Celebrity Endorsement dan Perceived Religiosity Terhadap Purchase Intention (Studi Perbandingan Antara Kosmetik Bersertifikat Halal dan Belum Bersertifikat Halal). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Indonesia sebagai salah satu negara dengan populasi muslim terbesar di dunia, mengalami pertumbuhan pesat dalam industri kosmetik, terutama dengan tren kosmetik halal. Pada tahun 2020, Indonesia menduduki peringkat kedua konsumsi kosmetik halal terbanyak di dunia. Meskipun Indonesia merupakan pasar besar untuk kosmetik halal, masih terdapat konsumen muslim Indonesia yang memilih produk kosmetik tanpa memperhatikan kehalalan suatu produk kosmetik. Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement terhadap purchase intention untuk produk kosmetik bersertifikat halal dan belum bersertifikat halal. Dengan teori Stimulus-Organism-Response (SOR), penelitian ini mengintegrasikan variabel mediasi seperti brand image, attitude, dan perceived religiosity sebagai moderator. Metode yang digunakan adalah kuantitatif dengan pengumpulan data melalui kuesioner online dan analisis menggunakan Partial Least Square - Structural Equation Modeling (PLS-SEM) serta Multigroup Analysis (MGA) untuk menguji beda melalui SmartPLS4. Dari 167 sampel yang diteliti pada penelitian ini, menghasilkan bahwa celebrity endorsement berpengaruh secara positif terhadap attitude dan brand image. Kemudian, attitude dan brand image juga berpengaruh positif terhadap purchase intention pada kosmetik bersertifikat halal dan belum bersertifikat halal. Selain itu, perceived religiosity tidak dapat memoderasi hubungan antara attitude dan purchase intention.
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Indonesia, as one of the countries with the largest muslim population in the world, is experiencing rapid growth in the cosmetics industry, especially with the trend of halal cosmetics. In 2020, Indonesia ranked the second highest consumption of halal cosmetics in the world. Although Indonesia is a large market for halal cosmetics, there are still Indonesian muslim consumers who choose cosmetic products without paying attention to the halalness of a cosmetic product. This study aims to analyze the effect of celebrity endorsement on purchase intention for halal-certified and non-halal-certified cosmetic products. With the Stimulus-Organism-Response (SOR) theory, this study integrates mediating variables such as brand image, attitude, and perceived religiosity as moderators. The method used is quantitative with data collection through online questionnaires and analysis using Partial Least Square - Structural Equation Modeling (PLS-SEM) and Multigroup Analysis (MGA) to test differences through SmartPLS4. From 167 samples examined in this study, it resulted that celebrity endorsement has a positive effect on attitude and brand image. Then, attitude and brand image also have a positive effect on purchase intention in halal-certified and non-halal-certified cosmetics. In addition, perceived religiosity cannot moderate the relationship between attitude and purchase intention.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Celebrity Endorsement, Kosmetik Bersertifikat Halal, Kosmetik Belum Bersertifikat Halal, Perceived Religiosity, Purchase Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HQ The family. Marriage. Woman > HQ2042 life style H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Nabila Chairuniza Rizki Budiarto |
| Date Deposited: | 04 Sep 2024 07:41 |
| Last Modified: | 04 Sep 2024 07:41 |
| URI: | http://repository.its.ac.id/id/eprint/111797 |
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