IMPACT OF BRAND AMBASSADOR, CONSUMER BEHAVIOR, AND HALAL LABELS ON PURCHASING DECISION OF ULTRA MILK PRODUK (STUDY ON MUSLIM YOUNG CONSUMER FANS OF ITZY IN INDONESIA)
Tujuan dari penelitian ini adalah untuk mengetahui apakah brand ambassador, perilaku konsumtif, dan label halal berpengaruh terhadap keputusan pembelian produk ultra milk di Indonesia. Jenis penelitian yang digunakan adalah kuantitatif deskriptif menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa secara parsial variabel brand ambassador dan label halal tidak berpenagruh terhadap keputusan pembelian karena adanya impulsive buying dan anggapan bahwa produk sudah terjamin halal dan kebersihannya. Namun perilaku konsumtif berpengaruh secara parsial berpengaruh terhadap keputusan pembelian. Sedangkan secara simultan brand ambassador, perilaku konsumtif, dan label halal berpengaruh terhadap keputusan pembelian produk ultra milk di Indonesia.
Kata Kunci: brand ambassador, perilaku konsumtif, label halal
The aim of this study is to find out whether brand ambassador, consumer behavior, and halal label influence the purchase decision of ultra-milk products in Indonesia. The type of research used is quantitative descriptive using SPSS 25. The results of the research showed that partially variable brand ambassador and halal label are not influenced by the purchase decision due to the presence of impulsive buying and the belief that the product is already guaranteed halal and hygiene. However, consumer behavior has a partial influence on purchasing decisions. Simultaneously, consumer purchasing decisions are influenced by brand ambassadors, consumption behavior, and halal labels.
Keywords: brand ambassador, consumer behavior, halal label