EKA, NURANINGSIH (2024) PENGARUH PRODUK BERLABEL BPOM DAN USER GENERATED CONTENT (UGC) TERHADAP BUYING DECISION DENGAN CONSUMER PERCEPTION SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Produk Kecantikan Madame Gie Di Nikky Shop Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.
Full text not available from this repository.Abstract
ABSTRAK Produk kecantikan saat ini mulai banyak diminati oleh konsumen, diduga hal tersebut dipengaruhi oleh adanya User Generated Content dan consumer perception. Hal tersebut juga diduga dipengaruhi oleh kesadaran konsumen akan pentingnya sertifikasi label BPOM terhadap suatu produk, namun sayangnya masih banyak produk kecantikan yang beredar di masyarakat belum memiliki label BPOM. Salah satunya adalah produk kecantikan dengan merek Madame Gie. Madame Gie merupakan produk kecantikan milik artis Indonesia yaitu Gisella Anastasia yang pada bulan Oktober 2022 beberapa produknya tidak memiliki label BPOM, yaitu Madame Gie Sweet Cheek Blushed 03, Nail Shell 14, dan Nail Shell 10. Rumusan masalah dalam penelitian adalah apakah Produk Berlabel BPOM dan User Generated Content berpengaruh terhadap Buying Decision, dan apakah Consumer Perception mampu memoderasi hubungan antara Produk Berlabel BPOM dan User Generated Content terhadap Buying Decision. Penelitian ini menggunakan metode kuantitatif dengan pendekatan lapangan (field research). Populasi dalam penelitian ini sebanyak 350 konsumen dan sampel sebanyak 78 konsumen produk kecantikan Madame Gie di Nikky Shop Bandar Lampung yang telah dihitung dengan menggunakan rumus Slovin. Metode pengumpulan data menggunakan kuesioner, dokumentasi dan wawancara. Metode analisis data menggunakan software SmartPLS3, dimana uji data yang dilakukan yaitu uji validitas, uji reliabilitas, uji hipotesis dan uji hipotesis moderasi. Hasil penelitian menunjukkan bahwa variabel produk berlabel BPOM dan User Generated Content berpengaruh positif dan signifikan terhadap buying decision. Consumer perception tidak mampu memoderasi hubungan antara produk berlabel BPOM dan User Generated Content terhadap buying decision. Berdasarkan ketentuan bisnis Islam, konsumen harus lebih selektif dalam memilih dan menggunakan produk kecantikan dengan memperhatikan label BPOM, serta berhati-hati pula dalam menerima informasi agar terhindar dari hal-hal yang dapat mendatangkan mudharat. Kata kunci: Produk Berlabel BPOM, User Generated Content, Buying Decision, Consumer Perception iii ABSTRACT Beauty products are now starting to be in great demand by consumers, allegedly influenced by the existence of User Generated Content and consumer perception. This is also thought to be influenced by consumer awareness of the importance of BPOM label certification for a product, but unfortunately there are still many beauty products circulating in the community that do not have a BPOM label. One of them is a beauty product under the Madame Gie brand. Madame Gie is a beauty product owned by an Indonesian artist, Gisella Anastasia, whose products in October 2022 did not have the BPOM label, namely Madame Gie Sweet Cheek Blushed 03, Nail Shell 14, and Nail Shell 10. The formulation of the problem in the study is whether BPOM Labeled Products and User Generated Content affect the Buying Decision, and whether Consumer Perception is able to moderate the relationship between BPOM Labeled Products and User Generated Content on Buying Decision. This research uses quantitative methods with a field research approach. The population in this study was 350 consumers and a sample of 78 consumers of Madame Gie beauty products at Nikky Shop Bandar Lampung which had been calculated using the Slovin formula. Data collection methods using questionnaires, documentation and interviews. The data analysis method uses SmartPLS3 software, where the data tests carried out are validity tests, reliability tests, hypothesis tests and moderation hypothesis tests. The results showed that product variables labeled BPOM and User Generated Content had a positive and significant effect on buying decisions. Consumer perception is unable to moderate the relationship between BPOM labeled products and User Generated Content on buying decisions. Based on Islamic business provisions, consumers must be more selective in choosing and using beauty products by paying attention to the BPOM label, and also be careful in receiving information to avoid things that can bring mudharat. Keywords: BPOM Labeled Products, User Generated Content, Buying Decision, Consumer Perception
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | Manajemen Bisnis Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah |
| Depositing User: | LAYANAN PERPUSTAKAAN UINRIL REFERENSI |
| Date Deposited: | 13 Feb 2024 08:17 |
| Last Modified: | 13 Feb 2024 08:17 |
| URI: | http://repository.radenintan.ac.id/id/eprint/32370 |
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