Research Paper
Year: 2021 | Month: January | Volume: 8 | Issue: 1 | Pages: 323-335
The Influence of Brand Awareness, the Knowledge and Halal Label on Purchase Decisions of Cosmetics Emina through to Reference Group as a Moderating Variable on the Generation Y and Generation Z in the City of Medan
Atika Ramadhani1, Amrin Fauzi2, Yeni Absah3
1Postgraduate Students Department of Management, Faculty of Economics and Business at University of Sumatera Utara, Indonesia
2,3Postgraduate Lecturer Department of Management, Faculty of Economics and Business at University of Sumatera Utara, Indonesia
Corresponding Author: Atika Ramadhani
ABSTRACT
This study aims to determine the relationship between two or more variables. Independent variables (exogenous) in this research are brand Awareness (X1), Product Knowledge (X2) and Halal Label (X3). The dependent variable (endogenous) in this study is the purchase decision (Y). Moderator variable in the research is the Reference Group (Z). This research is explanatory research. Population in this research is the target population all women who buy Cosmetics Emina from Generation Y and Generation Z in the City of Medan that are not yet known amount. As for the sampling technique the sample size by using the Method of Hair that is by doubling a minimum of 10 of the total free variables and bound. In this research there are 5 research variables, and the authors selected 20 times of doubling, so that the obtained number of respondents taken as many as 100 people the sample of the study. The method of analysis used is path analysis using Smart-PLS. Method of data collection by questionnaire and interview. The results showed that brand Awareness has positive and not significant to the purchase decision, Knowledge and no significant positive effect on purchase decision, the Label halal and no significant negative effect on purchase decisions, Reference Group and a significant negative effect moderate brand awareness on purchase decisions, The Reference group effect is negative and significant moderate knowledge on purchase decision and Reference Group influence negative and not significant moderate the halal label on the purchase decision of cosmetic products Emina on Generation Y and Generation Z in the City of Medan.
Keywords: Brand Awareness, Knowledge and Halal Label, Purchasing Decisions, Reference Groups.
[PDF Full Text]