THE EFFECT OF HALAL LABELING, ISLAMIC BRANDING, AND CELEBRITY ENDORSER ON THE PURCHASE DECISION OF SUNSILK HIJAB SHAMPOO PRODUCTS (CASE STUDY OF A STUDENT OF THE ISLAMIC UNIVERSITY OF JEMBER)

Abstract

This study aims to determine the influence of halal labeling (X1), Islamic branding (X2) and celebrity endorser (X3) on the purchase decision (Y) of sunsilk hijab shampoo products in students of the Islamic University of Jember. Based on the objectives of this research, the research method includes a survey in the form of a questionnaire to search for data related to halal labeling, Islamic branding, celebrity endorsers and purchase decisions. The sampling technique uses non-probability sampling, namely by the purposive sampling method with a sample of 100 respondents. Data collection uses validity test, reliability test, t-test and f test while data analysis techniques use multiple linear regression. From the results of the analysis, it can be seen that Halal Labeling has no effect on purchasing decisions. Islamic Branding and celebrity endorsers influence purchasing decisions. Meanwhile, Halal labeling, Islamic Branding and Celebrity Endorser simultaneously affect purchasing decisions