PENGARUH LABEL HALAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK
Article Sidebar
Main Article Content
Abstract
The goal of this research is to determine the influence of the halal label on cosmetic purchasing decisions within the STIE Nusa Megarkencana Yogyakarta employee environment. This research variable uses three variables, namely two independent variables, namely; Halal Label (X1) and Product Quality (X2) and Purchasing Decisions as independent variables (Y). The population in this research is STIENUS students, especially the class of 2023/2024 as consumers who buy halal certified cosmetic products. The sampling technique used purposive sampling and a research sample of 50 respondents was obtained. The method used is a quantitative research method. Based on the results of this research, the Halal Label and Product Quality variables are the variables that have a dominant influence on the cosmetic purchase decision variable for consumers at STIE Nusa Megarkencana Yogyakarta. It is proven by the descriptive results that halal labels have a significant influence on purchasing decisions. From the results of the F test it can be concluded that there is a simultaneous and significant influence of the halal label and product quality on purchasing decisions. The results obtained were a coefficient of determination or (R2) of 18%. This means that 18% of the variation in changes in the ups and downs of purchasing decisions is due to the halal label variable. and product quality, while the remaining 82% is caused by other factors not analyzed in this research
Keywords: halal, product quality, purchasing decisions
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Jurnal SOLUSI memberikan akses terbuka terhadap siapapun agar informasi dan temuan pada artikel tersebut bermanfaat bagi semua orang. Semua konten artikel Jurnal ini dapat diakses dan diunduh secara gratis, tanpa dipungut biaya, sesuai dengan lisensi creative commons yang digunakan.
References
Certification, and Marketing Components in Determining Halal Purchase Intention Among Non Muslims in Malaysia: A Structural Equation Modeling Approach.” Journal of International Food and Agribusiness Marketing 25(1):1–23. doi: 10.1080/08974438.2013.723997.
Badan Pusat Statistik. 2010. “Penduduk Menurut Kelompok Umur Dan Agama Yang Dianut.”
Haleem, Abid, Mohd Imran Khan, Shahbaz Khan, and Abdur Rahman Jami. 2020. “Research Status in Halal: A Review and Bibliometric Analysis. Modern Supply Chain Research and Applications.” Modern Supply Chain Research and Applications 2(1):23–41. doi: https://doi.org/10.1108/MSCRA-06-2019-0014.
Kementrian Kesehatan RI. 1998. “445/MENKES/PER/V/1998 Bahan, Zat Warna, Substratum, Zat Pengawet Dan Tabir Surya Pada Kosmetik.”
Keputusan Menteri Agama R.I. 2001. “Nomor 518 Tahun 2001 Tanggal 30 Nevember 2001 Tentang Pedoman Dan Tata Cara Pemeriksaan Dan Penetapan Pangan Halalmenteri Agama Republik Indonesia.”
Kotler, and Amstrong. 2001. Prinsip-Prinsip Pemasaran. 12th ed. Erlangga.
Kotler, Philip, and Armstrong. 2010. Prinsip-Prinsip Pemasaran, Edisi Kedua Belas. 1st ed. Erlangga.
Kotler, Philip, and Armstrong. 2014. Prinsip-Prinsip Pemasaran. 12th ed. Erlangga.
Kotler, Philip, and Keller. 2013. Prinsip-Prinsip Pemasaran. 12th ed. Erlangga.
Kotler, Philip, and Keller. 2018. Prinsip-Prinsip Marketing. 7th ed. Jakarta: Salemba Empat.
Lada, Suddin, Hanudin Amin, and Geoffrey H. Tanakinjal. 2009. “Predicting Intention to Choose Halal Products Using Theory of Reasoned Action.” International Journal of Islamic and Middle Eastern Finance and Management 2(1):66–76. doi: 10.1108/17538390910946276.
Limanseto, Haryo. 2024. “Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor Dan Turut Mendukung Penguatan Blue Economy.” Kementerian Koordinator Bidang Perekonomian Republik Indonesia. Retrieved (www.ekon.go.id).
Salehudin, Imam, and Adi Luthfi Luthfi. 2011. “Marketing Impact of Halal Labeling toward Indonesian Muslim Consumer’s Behavioral Intention Based on Ajzen’s Planned Behavior Theory: Policy Capturing Studies on Five Different Product Categories.” ASEAN Marketing Journal 1(1):35–42. doi: https://doi.org/10.21002/amj.v3i1.2013.
Salehudin, Imam, and Basuki Mukhlish. 2012. Pemasaran Halal: Konsep, Implikasi Dan Temuan Di Lapangan. Lembaga Penerbit Fakultas Ekonomi UI.
Suryani, Tatik. 2008. Perilaku Konsumen: Implikasi Pada Strategi Pemasaran. Yogyakarta: Graha Ilmu.