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All Journal Jurnal Ilmiah Ekonomi Islam
Titik Husnawati Amini
Program Pascasarjana Ekonomi Syariah, Universitas Islam Negeri Mataram
Economics, Econometrics & Finance Social Sciences

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Visibility, Attraction, and Typical Person Instagram Endoreser dan Minat Beli Produk Kosmetik Halal Pada Generasi Z di Lombok Timur (Shariah Marketing Analysis) Titik Husnawati Amini; Muh. Salahuddin
Jurnal Ilmiah Ekonomi Islam Vol. 9 No. 1 (2023): JIEI : Vol.9, No.1, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i1.7808

Abstract

This study aims to determine whether Visibility and Attraction in Typical Person Endorsers affect the purchase intention of halal cosmetic products in Z-generation in East Lombok, and examine the suitability of sharia in the marketing in question. This research was a survey research with a total sampling of 100 people from Z-generation. Data were collected through questionnaires, and analyzed using multiple linear regression methode. The study found that simultaneously Visibility and Attraction have a significant effect on Purchase Intention. Partially, Visibility has no significant effect on consumer buying interest, while Attraction has a (very) significant effect on consumer buying interest. The majority of respondents in buying halal cosmetic products get products that sometimes match and sometimes do not match what is promoted by the Typical Person Endorser, namely 63 respondents or 63.0% of the total.
Co-Authors Muh. Salahuddin