Al Tijarah
Vol 6, No 3 (2020): Special Issue Seminar Nasional Manajemen & MADIC 6, 2020

Analisis religiusitas, halal brand personality dan norma subyektif terhadap keputusan pembelian kosmetik pada Remaja di Kota Purwokerto

Muchammad Agung Miftahuddin (Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto)
Ugung Dwi Aryo Wibowo (Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto)
Alfalisyado . Alfalisyado (Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto)

Article Info

Publish Date
28 Dec 2020

Abstract

This study aimed to examine the influence of religiosity, halal brand personality and subjective norms on the decision to buy cosmetics for adolescents in the city of Purwokerto. The study population was adolescents aged 17-25 years. A sample of 100 people was taken using purposive sampling method. Hypothesis testing was carried out by structural equation modeling (SEM) PLS version 2.0. The results of the analysis indicate that religiosity, Halal Brand Personality and Subjective Norms have a significant effect on cosmetic purchasing decisions among adolescents in Purwokerto.

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Journal Info
Al Tijarah
Website

Abbrev

altijarah

Publisher

Universitas Darussalam Gontor

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Al Tijārah (E-2528-2948 and P-2460-4089) is a semiannually journal published by University of Darussalam Gontor. In line with the objective of the university, the journal is committed to the development and promotion of contemporary issues in Islamic management and management in its broadest sense ...