Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh country of origin, price consciousness, kesadaran halal, perceived quality, dan religiusitas terhadap minat beli skincare skintific pada mahasiswa usk. metode yang digunakan adalah survei dengan kuesioner yang melibatkan 155 responden mahasiswa menggunakan teknik proportional stratified random sampling. data dianalisis menggunakan regresi linear berganda. hasil penelitian menunjukkan bahwa country of origin, perceived quality, dan religiusitas memiliki pengaruh positif dan signifikan terhadap minat beli. sedangkan price consciousness dan kesadaran halal memiliki pengaruh negatif dan signifikan terhadap minat beli. secara simultan, kelima variabel tersebut berpengaruh signifikan terhadap minat beli produk skincare skintific pada mahasiswa usk. temuan ini diharapkan dapat memberikan wawasan bagi pelaku bisnis dalam merumuskan strategi pemasaran produk skincare impor di tengah meningkatnya dominasi brand lokal. penelitian ini juga dapat menjadi referensi bagi penelitian selanjutnya di bidang perilaku konsumen dan pemasaran produk kecantikan. kata kunci: country of origin, price consciousness, kesadaran halal, perceived quality, religiusitas, minat beli, skincare skintific

This study aims to analyze the effect of country of origin, price consciousness, halal awareness, perceived quality, and religiosity on buying interest in Skintific skincare for USK students. The method used was a survey with a questionnaire involving 155 student respondents using the Proportional Stratified Random Sampling technique. Data were analyzed using multiple linear regression. The results showed that country of origin, perceived quality, and religiosity have a positive and significant influence on purchase intention. Meanwhile, price consciousness and halal awareness have a negative and significant effect on purchase intention. Simultaneously, the five variables have a significant effect on the purchase intention of Skintific skincare products on USK students. These findings are expected to provide insight for business people in formulating marketing strategies for imported skincare products amid the increasing dominance of local brands. This research can also be a reference for further research in the field of consumer behavior and beauty product marketing. Keywords: Country of Origin, Price Consciousness, Halal Awareness, Perceived Quality, Religiosity, Purchase Intention, Skintific Skincare