Pengaruh social media marketing, word of mouth, online customer rating, harga dan label halal terhadap keputusan pembelian produk kosmetik brand Haveloek di JABODETABEK = The Impact of social media marketing, word-of-mouth, online customer ratings,price, and halal labeling on purchase decisions for Haveloek cosmetic products in Jabodetabek.

Azaria, Salsabila (2025) Pengaruh social media marketing, word of mouth, online customer rating, harga dan label halal terhadap keputusan pembelian produk kosmetik brand Haveloek di JABODETABEK = The Impact of social media marketing, word-of-mouth, online customer ratings,price, and halal labeling on purchase decisions for Haveloek cosmetic products in Jabodetabek. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari studi ini adalah untuk mengetahui apakah word of mouth, online customer rating, social media amrketing, harga dan label halal berpengaruh secara positif terhadap keputusan pembelian produk kosmetik brand Haveloek. Latar belakang dari penelitian ini adalah adanya fenomena stagnasi pada penjualan Haveloek yang menunjukkan penurunan dari tahun 2024 ke tahun 2025. Sampel dalam penelitian ini adalah konsumen Haveloek di wilayah JABODETABEK dengan julah sebanyak 228 responden. Teknik penggambilan sampel yang digunakan adalah purposive sampling dan analisis data dilakukan menggunakan aplikasi SMART PLS dengan metode PLS- SEM. Hasil penelitian ini diharapkan dapat memberikan wawasan bagi brand Haveloek dalam mernacang strategi pemasaran yang lebih efektif untuk meningkatkan daya saing di industri kosmetik Indonesia. Hasil dari penelitian ini adalah social media markeitng, word of mouht, online customer rating, label halal dan harga berpengaruh positif terhadap keputusan pembelian produk kosmetik brand Haveloek.

Item Type:	Thesis (Masters)
Creators:	Creators NIM Email ORCID Azaria, Salsabila NIM01804230035 01804230035@student.uph.edu UNSPECIFIED
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Achmadi, Hendra NIDN0321067002 hendra.achmadi@uph.edu
Uncontrolled Keywords:	Keputusan Pembelian ; Social Media Marketing ; Word of Mouth ; Online Customer Rating ; Label Halal ; Harga
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User:	Salsabila Azaria
Date Deposited:	01 Aug 2025 02:17
Last Modified:	01 Aug 2025 02:17
URI:	http://repository.uph.edu/id/eprint/70167

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