Pengaruh Label Halal, Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Kosmetik Wardah (Studi Kasus Pada Mahasiswa Universitas Islam Malang)

Abstract

Abstrack

For the Muslim community, Halal cosmetic products are of great importance key considerations when purchasing include high quality, safety, the absence of harmful chemicals, and the presence of a Halal label, alongside the product's price. This study aims to examine and analyze the influence of Halal labeling, product quality, and price perception on purchasing decisions. Employing a quantitative approach and data collection via questionnaires, the study population consisted of Wardah cosmetics consumers specifically students at the Islamic University of Malang aged 17 and older who had purchased Wardah cosmetics at least once resulting in a sample size of 103 respondents. Data analysis was conducted using multiple linear regression with the aid of SPSS Statistics software. The results indicate that Halal labeling, product quality, and price perception both individually and simultaneously have a significant influence on purchasing decisions. This demonstrates that price, product quality, and Halal labeling contribute to driving purchasing decisions for Wardah cosmetic products.

Keywords: Halal labeling, product quality, price perception, purchasing decision