relation: https://eprints.untirta.ac.id/48783/
title: MENINGKATKAN PURCHASE DECISION  MELALUI  BRAND IMAGE  (Studi Pada Kosmetik Wardah di Kota Serang)
creator: HERMAWAN, UWES
subject: HB Economic Theory
description: Research aims to understand the influence of social media marketing, product quality and halal label to purchase decision with the brand image as variable intervening. The kind of research used in this research was descriptive quantitative research. Population in this study is well wadah cosmetic all customers in the city of serang. The sample technique used is accidental sampling. The total sample used some 190 sample. The method of analysis of data by using structural equation modeling ( SEM ) with smart PLS 3.0,  The results of the study showed that social media marketing did not have a significant effect on purchase decisions with a t-statistic value smaller than the t-table with a value of 1.619 <1.96 and a p-value of 0.053 > 0.05, product quality had a positive and significant effect on purchase decisions with a t-statistic value greater than the t-table with a value of 2.155> 1.96 and a p-value of 0.016 < 0.05, halal labels did not affect purchase decisions with a t-statistic value smaller than the t-table with a value of 1.852 <1.96 and a p-value of 0.032 <0.05, brand image had a positive and significant effect on purchase decisions with a t-statistic value greater than the t-table with a value of 7.577 > 1.96 and a p-value of 0.000 <0.05, social media marketing did not affect brand image with a t-statistic value smaller than the t-table with a value of 1.251 <1.96 and p-value 0.106 >0.05, product quality has a positive and significant effect on brand image with a t-statistic value greater than the t-table of 2.965>1.96 and p-value 0.002 <0.05, halal label has a positive and significant effect on brand image with a t-statistic value greater than the t-table of 7.060>1.96 and p-value 0.000 <0.05, brand image failed to mediate the influence of social media marketing on purchase decisions, this is evidenced by the t-statistic value of 1.244<t-table value of 1.96 and p-value 0.107<0.05, brand image successfully mediates the influence of product quality on purchase decisions. This is evidenced by the t-statistic value of 2.815> t-table value of 1.96 and p-value of 0.003 <0.05, brand image successfully mediates the influence of halal labels on purchase decisions. This is evidenced by the t-statistic value of 5.139> t-table value of 1.96 and p-value of 0.000 <0.05.
date: 2025
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/48783/1/Uwes%20Hermawan_7776210029_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/48783/2/Uwes%20Hermawan_7776210029_01.pdf
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identifier: https://eprints.untirta.ac.id/48783/3/Uwes%20Hermawan_7776210029_02.pdf
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identifier: https://eprints.untirta.ac.id/48783/4/Uwes%20Hermawan_7776210029_03.pdf
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identifier: https://eprints.untirta.ac.id/48783/5/Uwes%20Hermawan_7776210029_04.pdf
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identifier: https://eprints.untirta.ac.id/48783/6/Uwes%20Hermawan_7776210029_05.pdf
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identifier: https://eprints.untirta.ac.id/48783/7/Uwes%20Hermawan_7776210029_Ref.pdf
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identifier: https://eprints.untirta.ac.id/48783/8/Uwes%20Hermawan_7776210029_Lamp.pdf
identifier:   HERMAWAN, UWES  (2025) MENINGKATKAN PURCHASE DECISION MELALUI BRAND IMAGE (Studi Pada Kosmetik Wardah di Kota Serang).  Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.