PENGARUH SERTIFIKASI HALAL, HARGA DAN BRAND IMAGE TERHADAP NIAT BELI PRODUK KOSMETIK SKINCARE THE ORIGINOTE DENGAN SIKAP KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Generasi Z di Wilayah Kabupaten Serang)

Annisa, Sheila (2025) PENGARUH SERTIFIKASI HALAL, HARGA DAN BRAND IMAGE TERHADAP NIAT BELI PRODUK KOSMETIK SKINCARE THE ORIGINOTE DENGAN SIKAP KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Generasi Z di Wilayah Kabupaten Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The purpose of this study is to analyze the impact of Halal Certification (X1), Price (X2), and Brand Image (X3) on Purchase Intention (Y), with Consumer Attitude acting as an intervening variable among Generation Z in Serang Regency. This study employed quantitative techniques as its methodology. Generation Z in Serang Regency constituted the study population. The sampling strategy used was purposive sampling combined with non-probability sampling. Based on calculations, 100 respondents met the research sample size. SmartPLS v4.0 software was used to analyze the data using a Structural Equation Modeling (SEM) approach. The study findings indicate that price, brand image, and halal certification all have a positive effect on consumer purchase intention. However, price has a slightly detrimental impact on consumer sentiment, while brand image and halal certification significantly improve consumer sentiment. However, the relationship between price and purchase intention cannot be mediated by customer attitude as an intervening variable. On the other hand, it has been shown that the relationship between halal certification and brand image on purchase intention is mediated by customer attitude as an intervening variable.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	NAJMUDIN, NAJMUDIN	198603212019031005
Thesis advisor	SAID, SYIHABUDIN	196701102002121001

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh Sertifikasi Halal (X1), Harga (X2) dan Brand Image (X3) terhadap Niat Beli (Y) dengan Sikap Konsumen sebagai variabel intervening pada generasi Z di Kabupaten Serang. Penelitian ini menggunakan teknik kuantitatif sebagai metodologinya. Generasi Z di Kabupaten Serang merupakan populasi penelitian. Strategi pengambilan sampel yang digunakan adalah purposive sampling yang dikombinasikan dengan non probability sampling. Berdasarkan perhitungan, 100 responden memenuhi ukuran sampel penelitian. Perangkat lunak SmartPLS v4.0 digunakan untuk menganalisis data dengan pendekatan Structural Equation Modeling (SEM). Temuan studi menunjukkan bahwa harga, citra merek, dan sertifikasi halal semuanya berpengaruh positif terhadap niat beli konsumen. Namun, harga memiliki dampak yang sedikit merugikan terhadap sentimen konsumen, sementara citra merek dan sertifikasi halal secara signifikan meningkatkan sentimen konsumen. Namun, hubungan antara harga dan niat beli tidak dapat dimediasi oleh sikap pelanggan sebagai variabel intervening. Di sisi lain, telah ditunjukkan bahwa hubungan antara sertifikasi halal dan citra merek terhadap niat beli dimediasi oleh sikap pelanggan sebagai variabel intervening.

Uncontrolled Keywords:

Halal Certification, Price, Brand Image, Purchase Intention, Consumer Attitude Sertifikasi Halal, Harga, Brand Image, Niat beli, Sikap Konsumen

Subjects:

H Social Sciences > HB Economic Theory

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah

Depositing User:

Sheila Annisa Sulaiman

Date Deposited:

26 Aug 2025 04:56

Last Modified:

26 Aug 2025 04:56

URI:

http://eprints.untirta.ac.id/id/eprint/52739

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