PENGARUH ATRIBUT PRODUK, LABEL HALAL DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK WARDAH DI KOTA PADANG
Abstract
This study aims to explain the effect of product attributes, halal labels and celebrity endorsers on purchasing decisions. This study uses data collection methods by distributing online using google form. The sampling technique used is purposive sampling with a total sample of 80 respondents. Data analysis methods in this study using the PLS program include: Measurement Model Assessment, Descriptive Analysis, R Square, Q Square and Structural Model Assessment. From the test results it can be said that product attributes have a positive and significant effect on purchasing decisions. Halal label has no effect on purchasing decisions. Celebrity endorsers have a positive and significant effect on purchasing decisions. Keywords: Product Attribute, Halal Label, Celebrity Endorser, Purchase DecisionReferences
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