PENGARUH LABELISASI HALAL DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM PADA PRODUK KOSMETIK
DOI:
https://doi.org/10.32670/fairvalue.v4i3.719Keywords:
halal labeling, brand image and purchasing decisionsAbstract
This study aims to determine the effect of halal labeling and brand image on purchasing
decisions. The research method in this research is using quantitative research methods. The
population in this study are consumers who buy Wardah cosmetic products in Bandar Lampung
City. The sampling technique in this study used a purposive sampling method with a sample of
100 respondents. The data analysis technique used is multiple linear regression analysis. The
test results show that halal labeling and brand image have a significant effect on purchasing
decisions. Based on the results of the calculation of the coefficient of determination (R2)
obtained a value of 0.772. this can explain that the variable labeling halal and brand image is
able to explain the variable purchasing decisions by 77.2%. So it can be said that 77.2% of the
purchasing decision variables can be explained by a temporary model and the remaining
22.8% is influenced by other factors not included in this study.
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