Pengaruh Label Halal,Kualitas Produk, dan Iklan terhadap Keputusan Pembelian Produk Kosmetik Lipstik Emina: Studi Kasus pada Mahasiswa UST Yogyakarta

Abstract

The purpose of this research is to describe the effect of halal label, product quality, and clan partially and jointly on purchasing decisions of Emina lipstick cosmetic products. This research is a quantitative research. The population is UST faculty students. The sample of this research is 110 respondents. The data collection method used the questionnaire method, while the data analysis technique used multiple regression analysis. The results of data analysis show that (1) Halal label is declared to have a positive influence on the Purchase Decision variable, with a tha value of 0.348 table 0.1576 p-value = 0.000 0.05 (2) Product Quality variable is declared to have a positive influence on the Purchasing Decision variable tcount0 ,1782 Table 0.1576 p-value = 0.000 <0.05 (3) thang 0.2587> t table 0.1576 p-value = 0.000 0.05 (4) Halal Label, Product Quality, and Advertising have a joint effect on The decision to purchase Emina lipstick products obtained a significance value of 0.000 <0.05..

Keywords: halal label, product quality,. purchasing decisions