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

Authors

  • 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

DOI:

https://doi.org/10.21111/tijarah.v6i3.5605

Keywords:

Religiosity, Halal Brand Personality, Subjective Norms and Purchasing Decisions

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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Published

2020-12-28

How to Cite

Miftahuddin, M. A., Wibowo, U. D. A., & Alfalisyado, A. . (2020). Analisis religiusitas, halal brand personality dan norma subyektif terhadap keputusan pembelian kosmetik pada Remaja di Kota Purwokerto. Al Tijarah, 6(3), 31–42. https://doi.org/10.21111/tijarah.v6i3.5605

Issue

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

Section

Articles

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The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Al Tijarah journal and Departement of Management, Faculty of Economics and Management, University of Darussalam as publisher of the journal.