Apa Pengaruh Religiusitas, Citra Merek, dan Gaya Hidup Terhadap Keputusan Pembelian Kosmetik Berlabel Halal di Rumah Cantik Tazkiya
Keywords:
Religiosity, Brand Image, LifestyleAbstract
This study aims to examine the influence of religiosity, brand image and lifestyle on purchasing decisions for cosmetics labeled halal at Tazkiya Beauty House. The sample in this study were 83 respondents who were Tazkiya Beauty House customers. The analysis used is validity test, reliability test, Kolmogrov Smirnov test, normality test, multicollinearity test, heteroscedasticity test, autocorrelation test, Multiple Regression Analysis test, partial test (t), simultaneous test (F), coefficient of determination test (R2) and using data sourced from respondents. This type of research uses quantitative research with the data used is primary data and uses the questionnaire method in collecting data. The data analysis method used in this study is Multiple Regression Analysis. Based on the multiple regression analysis, it is known that the effect of religiosity has a significant effect on purchasing decisions. From the variable testing, the result is that the t value is 0.008 <0.05. Brand image does not have a significant effect on the decision to purchase cosmetics labeled halal. From the variable test, the result is that t count 0 is a significant value of 0.328 > 0.05, which means that Ho is accepted and Ha is accepted, so there is no influence between brand image and the decision to buy cosmetics labeled halal. Lifestyle has a significant effect on purchasing decisions. From the variable testing, it is found that H0 is rejected and Ha is accepted with a significant value of 0.003 <0.05.References
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