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Analisis Pengaruh Label Halal, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Wardah
Corresponding Author(s) : Homaidi Hamid
Proceedings Universitas Muhammadiyah Yogyakarta Undergraduate Conference,
Vol. 2 No. 1 (2022): Strengthening Youth Potentials for Sustainable Innovation
Abstract
This study aims to determine and analyze the effect of halal labels, price perceptions, and product quality on Wardah cosmetic purchasing decisions. The approach used in this research is a quantitative approach. The population in this study were customers of Wardah cosmetics in Sumbawa Regency. The sample taken was 100 respondents using a nonprobability sampling technique, then in selecting population members using a purposive sampling method with the following criteria: (1) Wardah cosmetic users in Sumbawa Regency; (2) Age 15 – 34 years; (3) Have bought or used Wardah cosmetic products. This study used a questionnaire to collect respondent data. The data analysis technique in this study uses the Multiple Linear Regression Technique, Classical Assumption Test, T Test and F Test and the Coefficient of Determination. The results of this study are that the halal label has a positive and significant effect on purchasing decisions for Wardah cosmetics, price perceptions have no negative and significant effect on purchasing decisions for Wardah cosmetics, product quality has a positive and significant effect on purchasing decisions for Wardah cosmetics, and simultaneously it is known that halal labels, Perceptions of price and product quality have a significant effect on the decision to purchase Wardah cosmetics.
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- Alim, S. A., Mawardi, M. K., & Bafadhal, A. S. (t.t.). Pengaruh Persepsi Label Halal Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Fesyen Muslim (Survei pada Pelanggan Produk Zoya Muslim di Kota Malang). 8.
- Alim, S. A., Mawardi, M. K., & Bafadhal, A. S. (2018). Pengaruh persepsi label halal dan kualitas produk terhadap keputusan pembelian produk fesyen muslim (survei pada pelanggan produk zoya muslim di Kota Malang). Jurnal Administrasi Bisnis, 62(1), 127–134.
- Anggraini, E. I., Hidayat, K., & Sunarti, S. (2019). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian (Survei pada Pembeli yang juga Menggunakan Kosmetik Wardah di Counter Wardah Matahari Department Store Malang Town Square). Jurnal Administrasi Bisnis, 73(1), 118–124.
- Hanifah, N., & Ridwan, M. (t.t.). Pengaruh Label Halal Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Air Mineral Ainiqua (Studi Pada Konsumen Di 212 Mart Garuda). 12.
- Nugraha, W. S., Chen, D., & Yang, S.-H. (2022). The effect of a Halal label and label size on purchasing intent for non-Muslim consumers. Journal of Retailing and Consumer Services, 65, 102873. https://doi.org/10.1016/j.jretconser.2021.102873
- Puspitasari, R. H. U. (2019). Analisis Pengaruh Keputusan Pembelian pada Kosmetik Berlabel Halal. Business Management Analysis Journal (BMAJ), 2(1), 68–77. https://doi.org/10.24176/bmaj.v2i1.3212
- Rakhmawati, N. A., Fatawi, J., Najib, A. C., & Firmansyah, A. A. (2021). Linked open data for halal food products. Journal of King Saud University - Computer and Information Sciences, 33(6), 728–739. https://doi.org/10.1016/j.jksuci.2019.04.004
- Sonia Cipta Wahyurini, & Trianasari, N. (2020). Analisis Pengaruh Label Halal Dan Harga Terhadap Keputusan Pembelian Kosmetik Wardah. Jurnal Mitra Manajemen, 4(1), 39–50. https://doi.org/10.52160/ejmm.v4i1.321
- Utami, R. H. (2019). Analisis Pengaruh Keputusan Pembelian Pada Kosmetik Berlabel Halal. BMAJ: Business Management Analysis Journal, 2(1), 68–77. https://doi.org/10.24176/bmaj.v2i1.3212
- Wahyurini, S. C., & Trianasari, N. (2020). Analisis Pengaruh Label Halal Dan Harga Terhadap Keputusan Pembelian Kosmetik Wardah. Jurnal Mitra Manajemen, 4(1), 39–50. https://doi.org/10.52160/ejmm.v4i1.321
References
Alim, S. A., Mawardi, M. K., & Bafadhal, A. S. (t.t.). Pengaruh Persepsi Label Halal Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Fesyen Muslim (Survei pada Pelanggan Produk Zoya Muslim di Kota Malang). 8.
Alim, S. A., Mawardi, M. K., & Bafadhal, A. S. (2018). Pengaruh persepsi label halal dan kualitas produk terhadap keputusan pembelian produk fesyen muslim (survei pada pelanggan produk zoya muslim di Kota Malang). Jurnal Administrasi Bisnis, 62(1), 127–134.
Anggraini, E. I., Hidayat, K., & Sunarti, S. (2019). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian (Survei pada Pembeli yang juga Menggunakan Kosmetik Wardah di Counter Wardah Matahari Department Store Malang Town Square). Jurnal Administrasi Bisnis, 73(1), 118–124.
Hanifah, N., & Ridwan, M. (t.t.). Pengaruh Label Halal Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Air Mineral Ainiqua (Studi Pada Konsumen Di 212 Mart Garuda). 12.
Nugraha, W. S., Chen, D., & Yang, S.-H. (2022). The effect of a Halal label and label size on purchasing intent for non-Muslim consumers. Journal of Retailing and Consumer Services, 65, 102873. https://doi.org/10.1016/j.jretconser.2021.102873
Puspitasari, R. H. U. (2019). Analisis Pengaruh Keputusan Pembelian pada Kosmetik Berlabel Halal. Business Management Analysis Journal (BMAJ), 2(1), 68–77. https://doi.org/10.24176/bmaj.v2i1.3212
Rakhmawati, N. A., Fatawi, J., Najib, A. C., & Firmansyah, A. A. (2021). Linked open data for halal food products. Journal of King Saud University - Computer and Information Sciences, 33(6), 728–739. https://doi.org/10.1016/j.jksuci.2019.04.004
Sonia Cipta Wahyurini, & Trianasari, N. (2020). Analisis Pengaruh Label Halal Dan Harga Terhadap Keputusan Pembelian Kosmetik Wardah. Jurnal Mitra Manajemen, 4(1), 39–50. https://doi.org/10.52160/ejmm.v4i1.321
Utami, R. H. (2019). Analisis Pengaruh Keputusan Pembelian Pada Kosmetik Berlabel Halal. BMAJ: Business Management Analysis Journal, 2(1), 68–77. https://doi.org/10.24176/bmaj.v2i1.3212
Wahyurini, S. C., & Trianasari, N. (2020). Analisis Pengaruh Label Halal Dan Harga Terhadap Keputusan Pembelian Kosmetik Wardah. Jurnal Mitra Manajemen, 4(1), 39–50. https://doi.org/10.52160/ejmm.v4i1.321