Pengaruh Celebrity Endorse, Labelisasi Halal dan Brand Image Terhadap Keputusan Pembelian Produk Scarlett Whitening di Kabupaten Kebumen

Nisa'u Salamah; Nur Iman Hakim Al Faqih

Nisa'u Salamah Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Nahdlatul Ulama Kebumen
Nur Iman Hakim Al Faqih Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Nahdlatul Ulama Kebumen

Keywords: Celebrity Endorse, halal labeling, brand image, purchase decision

Abstract

This study is motivated by the factors of celebrity endorse, halal labeling, and brand image on scarlett whitening whether it affects purchasing decisions for scarlett whitening products in Kebumen Regency. The purpose of this study was to determine the effect of celebrity endorse, halal labeling and brand image on purchasing decisions for scarlett whitening products in Kebumen Regency. The data collection technique used questionnaires distributed online and offline to 100 respondents who were scarlett whitening users in Kebumen Regency. This research method is a quantitative method with Structural Equation Modeling (SEM) Analysis with Alternative Partial Least Square (PLS) method which is processed using WarpPLS 8.0 software.

The results of the study state that there is a negative influence on celebrity endorsement on purchasing decisions, this is evidenced by the path coefficient value (Path Coefficient) hypothesis is positive with a value of 0.058 and the p-value shows a result of 0.278 ≥ 0.05, so that the first hypothesis is not supported and rejected. Then for the halal labeling variable and brand image there is a positive influence on purchasing decisions. This is evidenced by the coefficient value of the halal labeling variable (Path Coefficient) hypothesis is positive with a value of 0.285 and the p-value shows a result of 0.001 ≤ 0.05, so that the first hypothesis is not supported and rejected. While for the brand image variable it is evidenced by the path coefficient value (Path Coefficient) the hypothesis is positive with a value of 0.495 and the p-value shows the results ≤0.001 ≤ 0.05, so that the third hypothesis can be accepted.