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All Journal Jurnal Riset Akuntansi dan Bisnis At-Tawassuth: Jurnal Ekonomi Islam JURNAL PENDIDIKAN TAMBUSAI Syarikat : Jurnal Rumpun Ekonomi Syariah E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Al-Masharif: Jurnal Ilmu Ekonomi dan Keislaman Administraus Jurnal Ilmu Administrasi dan Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Quantitative Economics and Management Studies Indonesian Journal of Islamic Economics and Business Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Journal of Indonesian Management Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Akuntansi dan Keuangan Mumtaz : Jurnal Ekonomi dan Bisnis Islam J-EBI Jurnal Ekonomi dan Bisnis Islam Jurnal Mahasiswa Kreatif Jurnal REP (Riset Ekonomi Pembangunan) GEMAH RIPAH: Jurnal Bisnis Mutiara: Jurnal Penelitian dan Karya Ilmiah Jurnal Ilmiah Ekonomi dan Manajemen JESKaPe: Jurnal Ekonomi Syariah, Akuntansi dan Perbankan International Journal of Halal System and Sustainability JIMEK
Sri Sudiarti
Universitas Islam Negeri Sumatera Utara
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Quantitative Economics and Management Studies

 1 
Analysis of the Influence of Halal Product, Brand Image, and Price on Purchase Decisions of MS Glow Skincare Products through Digital Marketing as a Moderating Variable Khoiria Risky Tanjung; Zuhrinal M. Nawawi; Sri Sudiarti
Quantitative Economics and Management Studies Vol. 4 No. 5 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems1870

Abstract

This study aims to determine the extent of the influence of Halal Products, Brand Image, and Price through Digital Marketing as a moderating variable on the purchasing decision of MS Glow Skincare products among Muslim women in Medan City. The method used a quantitative approach. The sample consists of 100 women skincare product users in Medan City. Primary data collection instruments were used. The results of this study can be concluded as follows: the regression coefficient of the Halal Products variable of 0.469, indicating that an increase in the Halal Products variable will increase the decision of Muslim women in Medan city to use MS Glow skincare by 46%. The regression coefficient of Brand Image variable of 0.335, indicating that an increase in the Brand Image variable will increase the decision of Muslim women in Medan city to use MS Glow skincare products by 33%. The regression coefficient of the Price variable is 0.365, indicating that an increase in the Price variable will increase the decision of Muslim women in Medan city to use MS Glow skincare products by 36%. The variables of Halal Products, Brand Image, and Price collectively influence 42% of the decision of Muslim women in Medan city to use MS Glow skincare products. Digital Marketing, as a moderating variable, is able to strengthen the relationship by 59.7% between Halal Product, Brand Image, and Price on the Purchase Decision of MS Glow skincare products.
Co-Authors Abi Waqqosh Amansyah Amansyah Andri Soemitra Atika cindy shelina Dea Frinal Saputri Diah Ayu Agustin Diah Ayu Agustin Diah Larasati Dwi puspita sari Efrida Sari Ramayani Siahaan Egi Regi Prayoga Eldzan Izzahara Nasution Fani hairani yusfa Fanny Fanny Fatwa Nasya Al Hadi Fauzan Fahmi Hasibuan Fitri Hayati Frida Yanti Sirait Habil Mirza Hawari Halimah Halimah Harahap, Muhammad Ikhsan Haris Al Amin Isnaini Harahap Jannah, Nurul Khayla Maya Amalia Khoiria Risky Tanjung Kusmilawaty Kusmilawaty Laylan Syafina Lisa Chintiya Tambunan M. Ihsan Fatwa M. Taufik Hasibuan Marzuti Isra Muhammad Adli Azrai Muhammad Akram Al-musthaliqi Muhammad Arif Hidayah Nur Amadi Bi Rahmani Nur Atika Tanjung Nur Delimaya Nurlaila Nurlaila Nursantri Yanti Nursatri Yanti Nurul Wahidah Padilla Hawanda Rahmat Daim Harahap Rika Putri Harapan Riki Irawan Polem Rina Sari Rizky Ananda Dafitra Siregar Septami Ayu Lestari Seri Wahyuni Harahap Siti Rama Hasibuan Sri Rahmawati Isnaini Ginting Sugianto Sugianto Tambunan, Khairina Tentiyo Suharto Tetty Yuliaty Thiffany Agun Salfiana Tri Dessy Fadillah Tri Kurniati Trinaningsih Rambe Tuti Anggraini Wahyu Arnanda Damanik Wahyu Sarvina Wahyu Syarvina Wina Aprillia Yenni Samri Juliati Nasution Yolanda Sambas Yuliana Pida Zuhrinal M. Nawawi Zuhro Amini Kamil Tanjung