eprintid: 48783 rev_number: 15 eprint_status: archive userid: 21863 dir: disk0/00/04/87/83 datestamp: 2025-05-19 02:43:45 lastmod: 2025-05-19 02:43:45 status_changed: 2025-05-19 02:43:45 type: thesis metadata_visibility: show creators_name: HERMAWAN, UWES creators_id: 7776210029 contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: RAMDANSYAH, AGUS DAVID contributors_name: DAMARWULAN, LIZA MUMTAZAH contributors_id: 19711022009121002 contributors_id: 197411292005012001 corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA corp_creators: FAKULTAS EKONOMI DAN BISNIS corp_creators: MAGISTER MANAJEMEN title: MENINGKATKAN PURCHASE DECISION MELALUI BRAND IMAGE (Studi Pada Kosmetik Wardah di Kota Serang) ispublished: pub subjects: HB divisions: MM divisions: FEB full_text_status: restricted keywords: Social Media Marketing, Product Quality, Halal Label, Brand Image and Purchase Decision Pemasaran Media Sosial, Kualitas Produk, Label Halal, Citra Merek, Keputusan Pembelian. note: Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, product quality dan halal label terhadap purchase decision dengan brand image sebagai variabel intervening. jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif deskriptif. populasi dalam penelitian ini adalah seluruh pelanggan wardah cosmetic di kota serang. teknik pengambilan sampel yang digunakan adalah accidental sampling. jumlah sampel yang digunakan sebanyak 190 sampel. metode analisis data dengan menggunakan Structural Equation Modeling (SEM) dengan Smart Pls 3.0 . Hasil penelitian menunjukan bahwa social media marketing tidak berpengaruh signifikan terhadap purchase decision dengan nilai t-statistik lebih kecil dari t-tabel bernilai 1.619<1.96 dan p-value 0.053 > 0.05, product quality berpengaruh positif dan signifikan terhadap purchase decision dengan nilai t-statistik lebih besar dari t-tabel bernilai 2.155>1.96 dan p-value 0.016 < 0.05, halal label tidak berpengaruh terhadap purchase decision dengan nilai t-statistik lebih kecil dari t-tabel bernilai 1.852<1.96 dan p-value 0.032 <0.05, brand image berpengaruh positif dan signifikan terhadap purchase decision dengan nilai t-statistik lebih besar dari t-tabel bernilai 7.577 >1.96 dan p-value 0.000 <0.05, social media marketing tidak berpengaruh terhadap brand image nilai t-statistik lebih kecil dari t-tabel bernilai 1.251 <1.96 dan p-value 0.106 >0.05, product quality berpengaruh positif dan signifikan terhadap brand image dengan nilai t-statistik lebih besar dari t-tabel bernilai 2.965 >1.96 dan p-value 0.002 <0.05, halal label berpengaruh positif dan signifikan terhadap brand image nilai t-statistik lebih besar dari t-tabel bernilai 7.060 >1.96 dan p-value 0.000 <0.05, brand image tidak berhasil memediasi pengaruh social media marketing terhadap purchase decision hal ini dibuktikan dengan nilai t-statistik sebesar 1.244< nilai t-tabel sebesar 1,96 dan p-value 0.107<0.05, brand image berhasil memediasi pengaruh product quality terhadap purchase decision. hal ini dibuktikan dengan nilai t-statistik sebesar 2.815 > nilai t-tabel sebesar 1,96 dan p-value 0.003 <0.05, brand image berhasil memediasi pengaruh halal label terhadap purchase decision. hal ini dibuktikan dengan nilai t-statistik sebesar 5.139> nilai t-tabel sebesar 1,96 dan p-value 0.000 <0.05. abstract: 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 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 date_type: published pages: 117 institution: UNIVERSITAS SULTAN AGENG TIRTAYASA department: FAKULTAS EKONOMI DAN BISNIS thesis_type: masters thesis_name: mphil citation: HERMAWAN, UWES (2025) MENINGKATKAN PURCHASE DECISION MELALUI BRAND IMAGE (Studi Pada Kosmetik Wardah di Kota Serang). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA. document_url: https://eprints.untirta.ac.id/48783/1/Uwes%20Hermawan_7776210029_Fulltext.pdf document_url: https://eprints.untirta.ac.id/48783/2/Uwes%20Hermawan_7776210029_01.pdf document_url: https://eprints.untirta.ac.id/48783/3/Uwes%20Hermawan_7776210029_02.pdf document_url: https://eprints.untirta.ac.id/48783/4/Uwes%20Hermawan_7776210029_03.pdf document_url: https://eprints.untirta.ac.id/48783/5/Uwes%20Hermawan_7776210029_04.pdf document_url: https://eprints.untirta.ac.id/48783/6/Uwes%20Hermawan_7776210029_05.pdf document_url: https://eprints.untirta.ac.id/48783/7/Uwes%20Hermawan_7776210029_Ref.pdf document_url: https://eprints.untirta.ac.id/48783/8/Uwes%20Hermawan_7776210029_Lamp.pdf