Rosidah, Novi Rohmatul (2023) Pengaruh Islamic Branding dan Influencer Endorser terhadap Intensi Pembelian Skincare Safi Pada Generasi Z dengan Religiusitas sebagai Variabel Moderasi. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
In women, beauty is the most important part that women aspire to be perfect in front of others. To realize this, what is usually done is to make up and take care of yourself by using various kinds of skincare products with a halal label, one of which is Safi products. This study aims to examine the effect of Islamic branding and influencer endorsers on the intention to purchase Safi skincare products in generation Z with religiosity as a moderating variable. The number of respondents in this study were 130 respondents with the criteria of Muslim women aged 19 to 27 years who know skincare Safi and live in Gerbangkertosusila. The sampling technique is using purposive sampling. The analysis technique used to see the effect between the independent variables and the dependent variable and the moderating variable is using SEM (Structural Equation Modeling) using the SmartPLS 3 program. The results of this study prove that the influencer endorser variable has a significant positive effect on the intention to buy skincare Safi with a significant value of 0.000 < 0.05 then H₂ is accepted. The Islamic branding variable has no significant negative effect on the intention to purchase Safi skincare with a significant value of 0.893 > 0.05, so H₁ is rejected. As well as religiosity as a moderator variable it is not proven to have a significant effect on the influence of Islamic branding on purchase intentions for Safi skincare with a significant value of 0.058 > 0.05, so H₃ is rejected.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 200 - RELIGION > 200 - 209 RELIGION > 204 - RELIGIOUS EXPERIENCE, LIFE & PRACTISE 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 330 - ECONOMICS 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS |
| Divisions: | Bachelor of Islamic Economic |
| Depositing User: | NOVI ROHMATUL ROSIDAH |
| Date Deposited: | 26 May 2023 08:40 |
| Last Modified: | 26 May 2023 08:40 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10580 |
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