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Journal : EQIEN - JURNAL EKONOMI DAN BISNIS

PENGARUH GAYA HIDUP, BRAND IMAGE HALAL, CELEBRITY ENDORSER DAN TINGKAT HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (STUDI KASUS PADA MAHASISWI PENDIDIKAN EKONOMI UNIVERSITAS NEGERI MAKASSAR) Nur Ainun Syafri; Mustari Mustari; Muhammad Hasan; Muhammad Ihsan Said; Nurdiana Nurdiana
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 02 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i02.925

Abstract

The purpose of this study is to partially and concurrently assess and analyze the effect of lifestyle, halal brand image, celebrity endorser, and price level on purchase decisions of Wardah cosmetics by economic education students at Makassar State University. The approach in this study is a quantitative approach with a sampling method using the slovin method. After being formulated, it is known that the number of samples in this study were 80 active female students from the 2017-2021 class of Economic Education Study Program, Faculty of Economics and Business, Makassar State University. Data collection techniques are through observation, questionnaires or questionnaires and documentation. Then it will be analyzed using descriptive analysis and multiple regression analysis using SPSS 25. In this study, it was found that the tests carried out at the Economic Education Study Program, Makassar State University partially, lifestyle variables, halal brand image, celebrity endorser and the price level of each variable affect the purchasing decision of Wardah cosmetics at Makassar State University Economic Education students. Meanwhile, simultaneously, lifestyle variables, halal brand image, celebrity endorser and price level together have a significant effect on the purchasing decision of Wardah cosmetics on Economic Education Students, Makassar State University.
Co-Authors Agung Zulfikri Agus Syam Andi Hikmah Dewi Sriyanti Andi Kurniawati Andi Mimi Nurhizah Andi Tenri Ampa Anisa Muawanah Azzahra Annisa Rezki Ramadhani Anugrah Putra Perdana Arfawati Arfawati Aryuniasari Asmi Asmi Asriani Asriani Citra Ayni Kamaruddin Diah Permatasari Dianta Mustofa K. Dwi Ayu Sarah Fatmawati Fitriani Fitriani Hadi Nasbey Hikmah Maulidyanti Hikmayani Subur Hizbul Khootimah Az Zaakiyyah Ilham Thaef Ilham Thaief Inanna Indra Tjahyadi Karin Riska Febriani Kartina Kartina Latifah Asmil Fauzi Lusiana Lusiana Marhawati Mega Krisdayani Miranda Miranda Miranda Mitha Nur Febrianty Mitra Amalia Gama Moehamad Satiadharma Muhammad Dinar Muhammad Dinar Muhammad Hasan Muhammad Hasan Muhammad Ikram Idrus Muhammad Iqbal Usman Muhammad Ishlah Idrus Muhammad Islah Idrus Muhammad Jufri Muhammad Rakib Muhammad Rakib Muhammad Rakib Muhammad Rijal Shafar Mukarramah Mukarramah Mustari Mustari Mustari Mustari Mustari Mustari Mustari Muti Almuna Nirwana Nur Ainun Syafri Nur Aisyah Buana Putri Nur Arisah Nur Asni Aulia Nur Asni Aulia Nur Dian Wahyuni Nur Fadilah Ayu Sandira Nur Samsul Bahri Nur Samsul Bahri Nur Samsul Bahri, Nur Samsul Bahri Nur Shofa Nurdiana Nurdiana Nurdiana Nurdiana Nurjannah Nurjannah Nurjannah Putri Ayu Annisa Rafika Kaharuddin Rahmatullah Rahmatullah Rahmatullah Ratna Ratnah S Regal Vedrian Rifka Pratiwi Rosvika Sari Salamun Pasda Samsinar Sanriani Nur Sitti Rapika St. Fatmah Hiola St. Reski Amalia Suherlan Suherlan, Suherlan Syamsu Rijal Syamsu Rijal Syamsuardi Saodi Thamrin Tahir Thamrin Tahir Thamrin Tahir Tuti Supatminingsi Tuti Supatminingsih