THE INFLUENCE OF HALAL LABELS, SOCIAL MEDIA MARKETING AND BRAND AMBASSADORS ON PURCHASE INTEREST IN SCARLETT WHITENING PRODUCTS

Meitsya Futri Sri Wahyuni, Ahmad Rizal Solihudin

Abstract


This research aims to determine the influence of halal labels, social media marketing and brand ambassadors on interest in purchasing Scalett Whitening products. The sampling technique uses non-probability sampling with a purposive sampling method. The number of samples taken was 180 respondents. techniques for processing data using SEM-PLS. The results of this research show that there is no influence of the halal label on purchasing interest, while social media marketing and brand ambassadors have a positive and significant influence on purchasing interest. The implications of the results of this research for the cosmetics industry are that it is hoped that it can maintain halal labels on products and pay attention to social media marketing and selecting the right brand ambassador because this influences purchasing interest. and for academics, this research can be a reference for future researchers.

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References


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Publihser:
Universitas Ahmad Dahlan

Editorial Address:
Yogyakarta

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