2.png)
THE INFLUENCE OF BRAND AWARENESS, PROMOTION AND PRODUCT DESIGN AGAINST HALAL LABELED COSMETIC PURCHASE DECISIONS
Abstract
The growth of cosmetics throughout 2019 grew by around 7%, this growth was based on the expansion of various types of cosmetics. Emina is one of the pioneers of beauty brands in creating halal-certified products. This study aims to determine: the effect of Brand Awareness, Promotion and Product Design on purchasing decisions and to find out how much influence Brand Awareness, Promotion and Product Design have on purchasing decisions. In this study using a quantitative approach and primary data as a source of data obtained from the results of the questionnaire. The population of this research is consumers of Emina cosmetics at the Faculty of Economics and Business, Esa Unggul University, Kebon Jeruk Jakarta. Samples were taken as many as 150 respondents using purposive sampling technique. The method of data collection is by distributing questionnaires using google form, the scale used in this study is to use a Likert scale with a scale of 1-5. This study uses multiple linear regression analysis with the influence of Brand Awareness, Promotion and Product Design as independent variables and purchasing decisions as the dependent variable. Based on the results of the research that has been done, it shows that Brand Awareness has a positive and significant effect on purchasing decisions as evidenced by the results of the t-test with a significant level of 0.000, Promotion has no effect on purchasing decisions with a significant level of 0.556, Product Design has a positive and significant effect on decisions purchases with a significant level of 0.001. Brand Awareness, Promotion and Product Design together or simultaneously affect purchasing decisions as evidenced by the F test results of 69.655 and with a significant level of 0.000.
Keywords
Full Text:
PDFReferences
Arista, L., & Lasmana, H. (2019). Pengaruh Review Oleh Sarah Ayu Pada Produk Kecantikan Di Youtube Dan Brand Awareness Terhadap Keputusan Menggunakan Produk. Scriptura, 9(1), 26–34. https://doi.org/10.9744/scriptura.9.1.26-34
Badan Pusat Statistik. (n.d.). Retrieved October 28, 2021, from https://www.bps.go.id/news/2021/01/21/405/bps--270-20-juta-penduduk-indonesia-hasil-sp2020.html
Cek Produk BPOM - BPOM RI. (n.d.). Retrieved October 28, 2021, from https://cekbpom.pom.go.id/
Dwiningwarni, S., Anjarsari, N. M., & Syuhada’, H. (2018). Pengaruh Desain Produk Dan Strategi Pemasaran Terhadap Keputusan Pembelian Produk. EBA Journal: Journal Economics, Bussines and Accounting, 4(1), 48–56. https://doi.org/10.32492/eba.v4i1.618
Edyansyah, T. (2018). Pengaruh bauran promosi terhadap kepercayaan merek oleh konsumen pada produk kosmetik oriflame di kota lhokseumawe. 9(1), 55–72.
Erdalina, W. (2018). Pengaruh Kualitas Produk, Harga, dan Iklan Televisi terhadap Keputusan Pembelian Kosmetik Merek Citra Hand and Body Lotion di Pariaman. MENARA Ilmu, XII(9), 155–164.
Fitriana, Sudodo, Y., & Hakim, L. (2019). Pengaruh Gaya Hidup, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Oriflame. Jurnal Manajemen Dan Bisnis, 2(1). https://doi.org/10.37673/jmb.v2i1.304
Flow, F. C., & Saham, D. A. N. K. (2020). Program studi manajemen fakultas ekonomi dan bisnis universitas muhammadiyah surakarta 2020.
Herawati, H., & Muslikah, M. (2020). Pengaruh Promosi Dan Desain Kemasan Terhadap Keputusan Pembelian Sariayu Putih Langsat. Kinerja, 2(01), 17–35. https://doi.org/10.34005/kinerja.v2i02.794
Hidayati, Y. S., Budiwati, H., & Ariyono, Y. (2018). Jurnal Riset Manajemen Jurnal Riset Manajemen. Jurnal Riset Manajemen, 1(1), 114–126.
India Negara Berpenduduk Muslim Terbesar Dunia Mulai 2030, Indonesia Kedua | Databoks. (n.d.). Retrieved November 4, 2021, from https://databoks.katadata.co.id/datapublish/2021/10/11/india-negara-berpenduduk-muslim-terbesar-dunia-mulai-2030-indonesia-kedua
kaharu, D., & Budiarti, A. (2016). No Title. Pengaruh Gaya Hidup, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Cosmic. Jurnal Ilmu Dan Riset Manajemen, 5(3), 1–19.
Kemenperin: Industri Kosmetik Nasional Tumbuh 20%. (n.d.). Retrieved October 28, 2021, from https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20
Kotler, P., & Keller, K. (2016). Management Marketing, 15e.
Kotler, P., Amstrong, G. (2018). Principles Of Marketing, 17e.
Kotler & Amstrong. (2018). Prinsip-Prinsip Marketing.
Kotler Philip & Kevin Lane Keller. (2018). Manajemen Pemasaran.
Listyawati, I. H. (2016). Peran Penting Promosi dan Desain Produk Dalam Membangun Minat Beli Konsumen. Jbma, III(1), 62–70.
Listyorini, S. (2014). PENGARUH PROMOSI, DESAIN PRODUK DAN KESADARAN MEREK TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI MOBIL TOYOTA YARIS (Studi Kasus pada PT Nasmoco Pemuda Semarang). 1–10.
Parise, C. K., Pinto, F., Aravéquia, J. A., Ribeiro, B. Z., Dutra, L. M. M., Loureiro, R. N. A., … Cruz, A. P. S. (2016). No. PENGARUH DESAIN PRODUK TERHADAP KEOUTUSAN PEMBELIAN Revista Brasileira de Geografia Física, 11(9), 141–156. Retrieved from http://biblioteca.ibge.gov.br/visualizacao/monografias/GEBIS - RJ/RBG/RBG 1995 v57_n1.pdf%0Ahttps://periodicos.ufpe.br/revistas/rbgfe/article/view/234295
Pertiwi, I. (2020). Inovasi Desain Produk Dan Kemasan Melalui. Prosiding Seminar Nasional Desain Dan Arsitektur (SENADA), 3, 303–309.
Reven, D., & Ferdinand, T. (2017). Analisis Pengaruh Desain Produk, Kualitas Produk, Harga Kompetitif dan Citra Merek terhadap Keputusan Pembelian (Studi Pada Pelanggan Nesty Collection Jakarta). Diponegoro Journal of Management, 6(3), 1–13. Retrieved from http://ejournal-s1.undip.ac.id/index.php/management
Sari, M. P., Aulia, L. R., Ronaldi, D., & Sanjaya, V. F. (2020). Pengaruh Harga , Promosi Dan Kepercayaan Terhadap Keputusan. Enterpreneur Dan Bisnis (JEBI), 1(2), 122–129.
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh Iklan dan Endorser terhadap Brand Awareness Serta Dampaknya pada Keputusan Pembelian. Riset, 1(1), 001–015. https://doi.org/10.35212/277621
Sri Wdyanti Hastuti, M. A., & Anasrulloh, M. (2020). Pengaruh Promosi Terhadap Keputusan Pembelian. Jurnal Ilmiah Ecobuss, 8(2), 99–102. https://doi.org/10.51747/ecobuss.v8i2.622
Srihartati, E., & Abdillah, Y. (2018). PENGARUH KOREAN WAVE DAN COUNTRY OF ORIGIN TERHADAP BRAND AWARENESS DAN BRAND IMAGE KOSMETIK KOREA (Survei Pada Mahasiswi S1 Fakultas Ilmu Administrasi Universitas Brawijaya Konsumen Produk Kosmetik Etude House), 65(1), 36–45.
Sugiyono. (2017). de Penelitian kuantitatif kualitatif dan R&DMeto. Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: Alfabeta.
Supriyatna, Y. (2020). Analisis Pengaruh Harga, Desain Produk, Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Produk Yamaha Mio Di Kota Cilegon). Jurnal Sains Manajemen, 6(1), 36–50. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/25246403%0Ahttp://www.pubmedcentral.nih.gov/articlerender.fcgi?artid=PMC4249520
Tamamah, & Muhid, A. (2019). Kepuasan, Kepercayaan dan Brand Switching Konsumen Produk Kosmetik Berlabel Halal. Jurnal Penelitian Psikologi, 10(2), 36–43.
Wasil, M. (2018). Wasil, M. (2018). Pengaruh Brand Awareness, Brand Association, dan Percieved Quality. Forum Ekonomi, 19(2), 137. https://doi.org/10.29264/jfor.v19i2.2120Pengaruh Brand Awareness, Brand Association, dan Percieved Quality. Forum Ekonomi, 19(2), 137. https://doi.org/10.29264/jfor.v19i2.2120
Zahari, A., & Evanita, S. (2019). Pengaruh Kualitas Produk, Promosi Dan Kebutuhan Mencari Variasi Terhadap Perilaku Peralihan Merek (Brand Switching) Produk Kosmetik Sariayu Di Kota Padang. Jurnal Ecogen, 1(4), 896. https://doi.org/10.24036/jmpe.v1i4.5669
DOI: https://doi.org/10.47007/jeko.v13i01.5327
Refbacks
- There are currently no refbacks.
Lembaga Penerbitan Universitas Esa Unggul
Jalan Arjuna Utara No 9 Kebon Jeruk Jakarta 11510
Telp : 021 5674223 ext 266
email : [email protected]
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.