The Effect Of Brand Image And Perceived Quality Toward Purchase Intention On Wardah Halal Cosmetic Moderated By Religiosity (Study On Undergraduate Female Students In Faculty Of Economics And Business Sebelas Maret University)

Oleh :
Istika Dewi Anindita - F0210074 - Fak. Ekonomi dan Bisnis

The Purpose Of This Study Is To Examines The Role Of Religiosity In Moderating The Effect Of Brand Image And Perceived Quality On Purchase Intention Toward Wardah Halal Cosmetic. Specifically, This Study Wants To Examine Whether Brand Image, Perceived Quality And Religiosity As Important Considering In Forming The Purchase Intention. Survey Is A Method Conducted To Collect The Data. In This Study, Sample Consist Of 200 Female Student Who Have Intention To Purchase Wardah Halal Cosmetic. Convenience Technique Is A Selected Method Chosen To Make Easier In Getting The Sample. Reliability And Validity Test Were Done To Make Ascertain The Quality Of Data. Structural Equation Model Is Statistical Method Chosen To Elaborate The Linkage Among Unobserved Variable. The Result Show That Brand Image Has Significant Influence Toward Purchase Intention On Wardah Halal Cosmetic, Perceived Quality Has Significant Influence Toward Purchase Intention On Wardah Halal Cosmetic And Religiosity Is Moderating Brand Image And Perceived Quality Toward Purchase Intention On Wardah Halal Cosmetic. In This Study, Both Limitation And Implication Are Also Discussed In Order To Insight Toward Theoretical, Practical, And Future Research Aspects.