Electronic Resource
Pengaruh Brand Image, Harga, E-WOM, dan Halal Awareness terhadap Keputusan Pembelian Produk Kosmetik Marshwillow
Purpose : To find information about the effect of using brand image,
price, E-Wom, and halal awareness on purchasing decisions on Marshwillow
products in JABODETABEK both partially and stimulantly.
Methods : This research uses a quantitative approach. The method
in this study uses the SEM (Structural Equation Modeling) method with the PLS
4.0 (Partial Least Square) approach, with the Marshwillow case study, through
distributing questionnaires to consumers who have purchased Marshwillow
products. The sampling technique was purposive sampling by distributing
questionnaires to 400 respondents. The analysis method used is multiple linear
regression which uses a real level of 5%.
Results/Findings : The study states that of the 4 hypotheses all can be
accepted properly, namely 1). Brand Image has a positive and significant effect
on purchasing decisions. 2). Price has a positive and significant effect on
purchasing decisions. 3). E-wom has no positive and significant effect on
purchasing decisions. 4). Halal Awareness has a positive and significant effect on
purchasing decisions.
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