Pengaruh Brand Image, Label Halal, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Ms Glow Skincare (Studi Kasus pada Konsumen Masyarakat di Kota Malang)

Miftakhul Jannah, Noor Shodiq Askandar, Ahsani Taqwiem

Abstract


The purpose of this study is to examine how customers in Malang City make decisions about buying MS GLOW skincare products based on perceptions of price, brand image, and the halal label. This study's backdrop is Indonesia's rapidly expanding skincare market, which has increased competition among cosmetic manufacturers and motivated businesses to comprehend what influences consumers' decisions to buy. Ninety respondents who were customers of MS GLOW Skincare in Malang City made up the sample for this quantitative study. With the aid of SPSS software, data were gathered via questionnaires and subjected to multiple linear regression analysis. The findings demonstrated that brand image had no discernible impact on purchase decisions. In the meanwhile, purchase decisions are positively and significantly impacted by price perception and the halal label. These results show that when choosing to buy MS GLOW Skincare goods, consumers typically take into account the availability of halal certification and the affordability of the product in relation to its benefits; brand image is not the main factor affecting their decisions. The results of this study suggest that in order to improve customers' purchasing decisions, MS GLOW should maintain pricing strategies that are in line with product quality and customer expectations and improve communication regarding its halal certification.

Keywords: MS GLOW skincare, halal label, price perception, brand image, and purchase decision.


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References


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