Pengaruh Labelisasi Halal, Citra Merek dan Harga Terhadap Keputusan Pembelian pada Produk Kosmetik PIXY di Kota Malang

Anya Putri Nabila, Noor Shodiq Askandar, Umi Nandiroh

Abstract


This study aims to determine and assess the effect of Halal Labeling (X1), Brand Image (X2) and Price (X3) on Purchasing Decisions for pixy cosmetic products in Malang City both partially and simultaneously. The method used in this research is quantitative. The population in this study is the people of Malang city who are female and are consumers of pixy products which resulted in a sample of 75 respondents. In this study, primary data was used, with data collection methods, namely questionnaires. Validity and reliability tests are used to ensure the quality of the measured data, not only this research also uses normality test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis, T Test, R2 Test and F Test. The results of this study indicate that: (1) The effect of Halal labeling on Purchasing Decisions, namely Halal Labeling has a positive and significant influence on purchasing decisions for pixy cosmetic products. (2) The effect of Brand Image on purchasing decisions, namely Brand Image has a positive and significant influence on purchasing decisions for pixy cosmetic products. (3) The effect of Price on Purchasing Decisions, namely Price has a positive and significant influence on purchasing decisions for pixy cosmetic products.

Keywords: Halal labeling, brand image, price, purchase decision


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References


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