Determinan Minat Beli Produk Halal Facial Wash Ponds Pada Generasi Milenial - Megayani, Megayani; Chandra, Rama; Dwi Larasati, Joko Bagio Santoso, Ginanjar Syamsuar, (Jurnal Mirai Management, 2024)
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh advertisement, celebrity endorsement, kualitas produk, dan islamic branding terhadap minat beli facial wash ponds . Populasi dalam penelitian ini adalah generasi milenial yang tinggal di wilayah Jakarta Pusat. Pengumpulan data dengan cara mendistribusikan kuesioner menggunakan Google Form via Whatspp, dan analisis yang digunakan adalah SEM-PLS Hasil penelitian menunjukkan bahwa advertisement, celebrity endorsement dan kualitas produk berpengaruh terhadap minat beli. Sedangkan islamic branding tidak berpengaruh terhadap minat beli. Kata Kunci: Advertisement, Celebrity Endorsement, Kualitas Produk, Islamic Branding, Minat Beli. ABSTRACT This research aims to determine the influence of advertisements, celebrity endorsements, product quality, and Islamic branding on interest in buying facial wash ponds. The population in this study is the millennial generation who live in the Central Jakarta area. Data were collected by distributing questionnaires using Google Form via Whatspp, and the analysis used was SEM-PLS. The results of the research show that advertisements, celebrity endorsements and product quality influence buying interest. Meanwhile, Islamic branding has no effect on purchasing interest. Keywords: Advertisement, Celebrity Endorsement, Product Quality, Islamic Branding, Purchase Intention