PENGARUH LABEL HALAL, CITRA MEREK, DAN PACKAGING DESIGN TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK WARDAH

Aldhi Firmansyah; Aldina Shiratina

doi:10.30598/manis.8.1.12-21

Aldhi Firmansyah Universitas Mercu Buana
Aldina Shiratina Universitas Mercu Buana

DOI: https://doi.org/10.30598/manis.8.1.12-21

Keywords: Label Halal, Citra Merek, Packaging Design, dan Keputusan Pembelian.

Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Label Halal, Citra Merek dan Packaging Design Terhadap Keputusan Pembelian Pada Produk Wardah. Objek penelitian ini adalah Responden yang menggunakan dan membeli produk Wardah di Official Store Lippo Mall Puri yang berdomisili di wilayah Jakarta Barat, Indonesia. Sampel yang digunakan dalam penelitian ini adalah sebanyak 175 responden. Teknik pengambilan sampel menggunakan purposive sampling dan pendekatan yang digunakan adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS 3. Hasil penelitian ini menunjukkan bahwa Label Halal, Citra Merek dan Packaging Design berpengaruh positif dan signifikan terhadap Keputusan Pembelian Pada Produk Wardah

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