ANALISIS PENGARUH RELIGIOSITY, HALAL LABEL DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION MELALUI INTENTION PADA PRODUK KOSMETIK MEREK WARDAH DI KOTA SAMARINDA --

ABSTRAK
Penelitian ini bertujuan untuk menganalisa Pengaruh Religiosity, Halal Label Perceived
Value Terhadap Purchase Decision Melalui Intention Pada Produk Kosmetik Merek Wardah
Di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan
menggunakan path analysis yang diolah dengan software IBM SPSS Statistik 23 dan
Structural Equation Modeling (SEM) dengan software IBM AMOS 5. Penelitian ini
menggunakan sampel sebanyak 168 orang yang diambil dari sejumlah pengguna kosmetik
produk Wardah di Kota Samarinda. Dalam penelitian ini menggunakan skala Likert dengan
skor 1-5. Dalam penelitian ini juga dilakukan uji validitas dan uji reliabilitas, uji asumsi klasik
dan selanjutnya dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Religioisty tidak berpengaruh
signifikan intention, Halal Label dan percaiveid value berpengaruh signifikan terhadap
intention, Religiosity tidak berpengaruh signifikan terhadap purchase decision, Halal Label
dan percaiveid value berpengaruh signifikan terhadap Purchase Decision dan Intention
berpengaruh signifikan terhadap Purchase Decision.
Keyword: Religiosity, Halal Label, percaiveid value, intention,dan purchase decision,SEM, Kosmetik
wardah
BSTRACT
This study aims to analyze the effect of Religiosity, Halal Label Perceived Value On Purchase
Decisions Through Intention In Cosmetic Products With The Wardah Brand In Samarinda
City. This study used a quantitative approach using path analysis processed with IBM SPSS
Statistics 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software.
This study used a sample of 168 people taken from a number of users of Wardah cosmetic
products in Samarinda City. In this study using a Likert scale with a score of 1-5. In this study,
validity and reliability tests were also carried out, classical assumption tests were carried out,
and then estimation tests and structural model fit tests were carried out.
Based on the structural model, it can be proven that Religioisty has no significant effect on
Intention, Halal Label and percaiveid value have a significant effect on Intention, Religiosity
has no significant effect on Purchase Decision, Halal Label and percaiveid value have a
significant effect on Purchase Decision and Intention has a significant effect on Purchase
Decision.
Keyword: Religiosity, Halal Label, percaiveid value, intention,dan purchase decision,SEM, Kosmetik
wardah