ANALISIS PENGARUH IKLAN TELEVISI, CELEBRITY ENDORSER, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK BERLABEL HALAL “WARDAH” PADA MAHASISWI UNIVERSITAS SYIAH KUALA

Marisa Nova, Ridwan Nurdin

Abstract


The purpose of this study was to analyze the influence of television advertising, celebrity endorser, and product quality on the decision to purchase "Wardah" halal labeled products for female students at the Syiah Kuala University. This study used a quantitative approach through the distribution of questionnaires to female students at the Syiah Kuala University. The population in this study were all female students at the University of  Syiah Kuala while the sample in this study were 100 respondents from 12 Faculties at Syiah Kuala University. In this study data analysis used multiple linear regression analysis with the help of the SPSS program (Statistical Product and Service Solutoins). The results of this study indicate that television advertisements, celebrity endorsers, and product quality simultaneously influence purchasing decisions. Partially television advertising does not significantly influence the decision to purchase "Wardah" halal labeled products. While celebrity endorser and product quality have a significant effect on the decision to purchase "Wardah" halal labeled products

Tujuan penelitian ini adalah untuk menganalisis pengaruh iklan televisi, celebrity endorser, dan kualitas produk terhadap keputusan pembelian produk berlebel halal “Wardah” pada mahasiswi Universitas Syiah Kuala. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesiner pada mahasiswi Universitas Syiah Kuala. Populasi dalam penelitian ini seluruh mahasiswi Universitas Syiah Kuala sedangkan yang menjadi sampel dalam penelitian ini 100 responden dari 12 Fakultas di Universitas syiah Kuala. Dalam penelitian ini analisis data menggunakan metode analisis regresi linier berganda dengan bantuan program SPSS ( Statistical Product and Service Solutoins). Hasil dari penelitian ini menunjukkan bahwa iklan televisi, celebrity endorser, dan kualitas produk secara simultan mempengaruhi keputusan pembelian. Secara parsial iklan televisi tidak berpengaruh signifikan terhadap keputusan pembelian produk berlebel halal “ Wardah”. Sementara celebrity endorser dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian produk berlabel halal “Wardah”.


Keywords


Television advertising, Celebrity endorser, Wardah halal product and product quality

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DOI: https://doi.org/10.24815/jimeki.v2i1.16056

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Islamic Economics Department 
Economics and Business Faculty
Syiah Kuala University
Kopelma Darussalam, Banda Aceh, Indonesia - 23111

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