Pengaruh Harga, Keragaman Produk dan Labelisasi Halal Terhadap Keputusan Pembelian Skincare Skintific (Studi Kasus pada Mahasiswa Universitas Islam Malang)

Astrid Yuliyanti, M. Ridwan Basalamah, Ratna Tri Hardaningtyas

Abstract


This study aims to analyze the effect of price, product diversity, and halal labeling on purchasing decisions for Skintific skincare products for students of the Islamic University of Malang. Skintific as one of the popular skincare brands in Indonesia has succeeded in attracting the attention of the public with the various product advantages offered. However, in the process of making purchasing decisions, consumers not only consider product quality, but also price factors, product variations, and aspects of product halalness. This study uses a quantitative approach with a survey method through distributing questionnaires to 100 respondents. The data analysis techniques used include validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, t test, F test, and coefficient of determination (R²). The results showed that the three independent variables, namely price, product diversity, and halal labeling, had a significant effect on purchasing decisions. These findings indicate that the marketing strategy of skincare products, especially Skintific, needs to consider a combination of competitive prices, diverse product variations, and clear halal labeling to increase consumer buying interest, especially among Muslim students.

Keywords: Price, product diversity, halal labeling, purchase decision, skincare, skintific


Full Text:

PDF

References


Ayuningrum, A. &. (2023). Pengaruh Label Halal Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Jurnal Al Fatih Global Mulia, Vol 5(1).

Dayu et al. (2023). Perilaku Konsumen dalam Pembelian Produk Perawatan Kulit di Kalangan Wanita. Jurnal Manajemen Dan Pemasaran, Vol 11 (2), 45–56.

Efendi. (2023). Pengaruh Promosi dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Skintific (Studi pada Mahasiswa UPN “Veteran” Jawa Timur). J-MAS (Jurnal Manajemen Dan Sains), Vol 8 (1), 762.

Ellsa, A., & N. A. S. (2024). PENGARUH LABELISASI HALAL, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC DI KECAMATAN MEDAN KOTA. Vol 5(2).

Ellsa, A., & Nurul Aulia Syahputri. (2024). PENGARUH LABELISASI HALAL, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC DI KECAMATAN MEDAN KOTA. In Desember (Vol. 5, Issue 2).

Euromonitor International. (2023). Indonesia Beauty and Personal Care Market Report. Retrieved from Https://Www.Euromonitor.Com.

Irsyandi, A., Fatimah, F., & N. (2024). Analisis Kualitas Produk, Kepuasan Pelanggan dan Promosi terhadap Keputusan Pembelian Ulang Produk (Studi Kasus pada Larissa Skincare Jember). BUDGETING : Journal of Business, Management and Accountin, Vol 5 (2), 633–650.

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.).

Kotler, Philip & Keller, K. L. (2009). Manajemen Pemasaran (Edisi 13, Jilid 1). In Jakarta: Erlangga.

Laili, R. & C. (2021). PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN LABEL HALAL TERHADAP KEPUASAN KONSUMEN PRODUK BODY LOTION CITRA (STUDI KASUS MAHASISWA SURABAYA). Jurnal Ekonomi Syariah Teori Dan Terapan, Vol 8 (6).

LPPOM MUI. (2021). LPPOM MUI dalam Menjamin Produk Halal.

Novianto, A. S. (2021). Pengaruh Pendatapan Dan Tingkat Bonus Terhadap Tabungan Wadiah Perbankan Syariah Di Indonesia. Journal Koperasi Dan Manajemen, 02(02), 53–60.

Nurani. (2024). Pengaruh Labelisasi Halal, Keamanan Bahan, dan Harga Produk Skincare terhadap Keputusan Pembelian Konsumen (Studi kasus pada Mahasiswa Muslim Universitas Tanjungpura Pontianak). Vol 12 (4), https://doi.org/10.26418/ejme.v12i3.84510.

Nurwahidah. (2022). Analisis Pengaruh Labelisasi Halal dan Harga terhadap Keputusan Pembelian Produk Skincare di Kota Timika. 24–29.

Populix. (2023). Consumer Preferences Toward Skincare Products in Indonesia. Retrieved from Https://Www.Populix.Co.

Prof. Dr. Sugiyono. (2021). METODE PENELITIAN PENDIDIKAN (S. Pd. ,S. T. ,M. T. Dr. Apri Nuryanto, Ed.). Alfabet.

Regina. (2024). CITRA MEREK, KUALITAS PRODUK, KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK “MAYBELLINE” DI MISS GLAM GUNUNG PANGILUN PADANG. Vol 6, 37–47.

Rossi. (2024). ANALISIS PENGARUH PENETAPAN HARGA, KUALITAS, DAN BRAND IMAGE SKINTIFIC TERHADAP MINAT BELI MAHASISWA. Communnity Development Journal, Vol 5(3), 4516–4521.

Rustamana, A., Wahyuningsih, P., Azka, M. F., & Wahyu, P. (2024). PENELITIAN METODE KUANTITATIF. Tahun, 5(6), 1–10. https://doi.org/10.9644/sindoro.v4i5.3317

Saprianti. (2021). PENGARUH LABEL HALAL, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MEREK WARDAH DI KOTA LHOKSEUMAWE. In NEGOTIUM: Jurnal Ilmu Administrasi Bisnis, Vol 4 (2).

Sriani. (2024). 10 Skincare Terpopular Tahun 2024, Adakah Skincare Favoritmu di Sini? Https://Skincarepedia.Com/Artikel/10-Skincare- Terpopuler-Tahun-2024-Ada-Skincare-Favoritmu/.

Stanton. (2003). Fundamentals of Marketing. In New York: McGraw-Hill.

Statista. (2024). Revenue in the skin care market worldwide. Statista. https://www.statista.com/outlook/cmo/beauty-personal-care/skin-care/worldwide

Syafitri Wirabuana, A., Wathan, H., Agus, R. (2022). Pengaruh Literasi Halal, Kualitas Produk, dan Labelisasi Halal Terhadap Keputusan Pembelian Skincare Innisfree Pada Masyarakat Muslim Medan Patumbak.


Refbacks

  • There are currently no refbacks.