Salahuddin, Muh. (2023) Visibility, attraction, typical person endoreser instagram dan minat beli produk kosmetik halal pada generasi Z di Lombok Timur (shariah marketing analysis). Jurnal Ilmiah Ekonomi Islam, 9 (1). pp. 126-134. ISSN 2579-6534 (online); 2477-6157 (printed)

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Abstract

ENGLISH The background of this research is the lack of transparency of Typical Person Endorsers in marketing halal cosmetic products on Instagram which causes consumer dissatisfaction with the products they purchase. The purpose of this study was to determine whether Visibility and Attraction in Typical Person Endorsers affect the purchase intention of halal cosmetic products in Z-generation in East Lombok, and examine the suitability of sharia in the marketing in question. This research was a survey research with a total sampling of 100 people from Z-generation. Data were collected through questionnaires, and analyzed using multiple linear regression methode. The study found that simultaneously Visibility and Attraction have a significant effect on Purchase Intention. Partially, Visibility has no significant effect on consumer buying interest, while Attraction has a (very) significant effect on consumer buying interest. The majority of respondents in buying halal cosmetic products get products that sometimes match and sometimes do not match what is promoted by the Typical Person Endorser, namely 63 respondents or 63.0% of the total.

Item Type:	Article
Subjects:	14 ECONOMICS > 1402 Applied Economics > 140299 Applied Economics not elsewhere classified
Divisions:	Fakultas Ekonomi dan Bisnis Islam > Jurusan Ekonomi Syariah
Depositing User:	mrs Nuraeni S.IPi
Date Deposited:	10 Mar 2023 08:54
Last Modified:	10 Mar 2023 08:54
URI:	http://repository.uinmataram.ac.id/id/eprint/2446

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