Pengaruh Label Halal, Kualitas Produk Dan Social Media Marketing Terhadap Minat Beli Kosmetik Pada Generasi Z

Authors

  • nurhayani nurhayani universitas serang raya

DOI:

https://doi.org/10.30656/4gnam144

Abstract

Penelitian ini bertujuan mengetahui bagaimana pengaruh dari Label Halal, Kualitas Produk, serta Social Media Marketing pada Minat Beli Kosmetik Pada Generasi Z. Studi ini menggunakan metode kuantitatif dengan menggunakan metode survey dengan penyebaran kuesioner ke responden. Penelitian ini melibatkan 100 responden. Penentuan sampel penelitian ini menggunakan purposive sampling. Ananlisis data SPSS. Pengujian validitas, reliabilitas, analisis regresi linear berganda, uji t (secara parsial), dan uji F (secara simultan), serta koefisien determinasi digunakan sebagai analisis statistik pada penelitian ini. Hasil studi mengungkapkan bahwa variabel Label Halal, dan Social Media Marketing secara parsial mempunyai pengaruh yang positif, dan signifikan terhadap Minat Beli, sedangkan variable kualitas produk secara parsial tidak mempengaruhi minat beli. Selain itu, secara simultan, Label Halal, Kualitas Produk dan Social Media Marketing mempunyai pengaruh yang positif serta signifikan terhadap Minat Beli Kosmetik Pada Generasi Z.

 

Kata kunci: Label Halal, Kualitas Produk, Social Media Marketing, Minat Beli

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Published

2026-06-30

Issue

Vol. 16 No. 1 (2026): Jurnal Manajemen

Section

Articles

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Copyright (c) 2026 nurhayani nurhayani

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