HUBUNGAN ANTARA LABEL HALAL DAN CELEBRITY ENDORSEMENT DENGAN KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MAHASISWI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

RAHMATILLAH, ADZKIA (2019) HUBUNGAN ANTARA LABEL HALAL DAN CELEBRITY ENDORSEMENT DENGAN KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MAHASISWI FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Adzkia Rahmatillah, The Correlation Between Halal Label and Celebrity Endorsement With The Buying Decision Wardah Cosmetic Product On Faculty Of Economics Students In State University of Jakarta At Jakarta. Study Program of Business Education, Faculty of Economics. State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 7 months, starting from January to July 2019. The purpose of this study is to determine the correlation between halal label and celebrity endorsement with the buying decision Wardah cosmetic product in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as … people. The resulting regression equation is Ŷ = 11,078 + 0,57X1 + 0,6493X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is> 0,05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 <0,05, so it is concluded that it has a linear relationship. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 46,095 > 3,08, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 2,798 and ttable = 1,65936 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 6,822 and ttable = 1,65936. The value of correlation coefficient between variable of halal label (X1) to buying decision (Y) equal to 0,480 and value of correlation coefficient between variable of celebrity endorsement (X2) to buying decision (Y) equal to 0,652. Thus, there is a positive and significant relationship between halal label and buying decision and there is a positive and significant relationship between celebrity endorsement and buying decision. The coefficient of determination Y on X1 and X2 obtained by 0,465 indicating that 46,5% variable customer satisfaction is determined by the halal label and celebrity endorsement. Meanwhile, the remaining 53,5% is influenced by other factors. Key word: The Buying Decision, Halal Label, Celebrity Endorsement

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