Niat Beli Konsumen Pada Produk Bedak Padat Two Way Cake Wardah Di Kota Bandung

Silvi Putri Yustiani; Ida Farida Oesman

doi:10.31539/costing.v7i3.7162

Silvi Putri Yustiani Universitas Islam Nusantara
Ida Farida Oesman Universitas Islam Nusantara

DOI: https://doi.org/10.31539/costing.v7i3.7162

Abstract

This study aims to determine the influence of brand ambassadors and halal awareness on consumer purchase intentions on Wardah's two-way cake solid powder products in Bandung City both partially and simultaneously using quantitative verification methods. A total of 385 respondents were involved in this study. The results of the validity test show r count > r table 0.098 is said to be valid. Simultaneous significant results test F showed an F value of 242,428 > F table of 3.04 that the variables of brand ambassador and halal awareness simultaneously had a positive and significant influence on purchase intent. Meanwhile, the results of the partial significant test t show that the value of t is calculated > t table 1,625 that the variables of brand ambassador and halal awareness have a partially significant positive effect on purchase intention.

Keywords: Brand Ambassador, Halal Awareness, Purchase Intention

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