PENGARUH LABEL HALAL, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK KOSMETIK WARDAH

ZELLA ANGGRAENI, NIM. 10390065 (2017) PENGARUH LABEL HALAL, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK KOSMETIK WARDAH. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Society, especially women in consuming a product less attention to halal of a product. Moreover, related to cosmetics that are only used outside the human skin, many women who do not care about this. Whereas in the Islamic Shari'ah, it is not permissible for Muslims to consume certain products because the substance they contain or in the accompanying process can not be ascertained safe and sacred. Halal label can be one tool for Muslim consumers in deciding which products will be consumed, ie products that have included halal label on the packaging. This study aims to determine the effect of halal label, product quality, and price as an independent variable to consumer purchase decision on Wardah cosmetic product in Yogyakarta. The population in this study is all consumers Wardah in Yogyakarta. The sample used is 100 consumers Wardah in Yogyakarta by using Purposive Sampling technique. The type of data used is primary data with data collection method using questionnaire and analysis technique used is multiple linear regression analysis. From the results of partial analysis, it is known that halal label variable has no significant effect on purchasing decision, while product and price quality have significant effect to decision. Simultaneously halal label, product quality, and price significantly influence consumer purchase decision on Wardah cosmetic product.

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