Levina Lestari, nim.92224053 (2026) PERAN MEDIASI KARAKTERISTIK KONSUMEN DALAM PENGARUH PRODUK HALAL DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK HALAL DI KOTA PALEMBANG. Masters thesis, Universitas Muhammadiyah Palembang.

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Abstract

ABSTRACT This study aims to determine the mediating role of consumer characteristics in the influence of halal products and promotions on purchasing decisions for halal cosmetics in Palembang City. This type of research is associative research. The variables used in this study include halal products, promotions, consumer characteristics consisting of religiosity, knowledge, and perceptions, as well as purchasing decisions. The population in this study were all halal cosmetic consumers in Palembang City, with a sample of 210 consumers. The sampling technique used was cluster sampling. The data used in this study were primary data collected through questionnaires. The data analysis technique used was Structural Equation Modeling (SEM) with the help of the LISRE application. The results showed that halal products significantly influence religiosity, knowledge, and perceptions. Promotion significantly influences religiosity, knowledge, and perceptions. Religiosity does not significantly influence purchasing decisions, while knowledge and perceptions significantly influence purchasing decisions. Halal products and promotions also significantly influence purchasing decisions. The results of the mediation analysis indicate that knowledge and perceptions can mediate between halal products and promotions on purchasing decisions. However, religiosity cannot mediate knowledge and perceptions on purchasing decisions. Keywords: Halal Products, Promotion, Consumer Characteristics, and Purchase Decisions.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Keywords: Halal Products, Promotion, Consumer Characteristics, and Purchase Decisions.
Subjects:	Ekonomi dan Bisnis > Manajemen
Divisions:	Program Pasca Sarjana > Manajemen (S2)
Depositing User:	Mahasiswa Program Pascasarjana
Date Deposited:	30 Sep 2026 07:03
Last Modified:	30 Sep 2026 07:03
URI:	http://repository.um-palembang.ac.id/id/eprint/37714

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