Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis secara parsial dan simultan pengaruh dari variabel kesadaran halal, harga, keragaman produk dan promosi penjualan terhadap perilaku impulse buying pada produk kosmetik di kalangan mahasiswi universitas syiah kuala. berdasarkan 100 kuesioner yang disebar kepada responden, dengan menggunakan teknik probability sampling dan dianalisis menggunakan model regresi linear berganda, didapatkan hasil penelitian yang menunjukkan bahwa kesadaran halal, harga, keragaman produk, dan promosi penjualan berpengaruh secara simultan terhadap perilaku impulse buying pada produk kosmetik di kalangan mahasiswi universitas syiah kuala. dan secara parsial juga didapatkan kesadaran halal, harga, keragaman produk, promosi penjualan berpengaruh signifikan terhadap perilaku impulse buying pada produk kosmetik di kalangan mahasiswi universitas syiah kuala. kata kunci: kesadaran halal, harga, keragaman produk, promosi penjualan, impulse buying. ? abstract this study aims to partially and simultaneously analyze the effect of the variables of halal awareness, price, product diversity and sales promotion on impulse buying behavior in cosmetic products among female students of syiah kuala university. based on 100 questionnaires distributed to respondents, using probability sampling techniques and analyzed using multiple linear regression models, the results showed that halal awareness, price, product diversity, and sales promotion had a simultaneous effect on impulse buying behavior in cosmetic products among syiah kuala university student. and partially also obtained halal awareness, price, product diversity, sales promotion has a significant effect on impulse buying behavior on cosmetic products among students at syiah kuala university. keywords: halal awareness, price, product diversity, sales promotion, impulse buying.?