Pengaruh Label Halal Terhadap Keputusan Pembelian Produk Skincare (Studi Kasus Pada Mahasiswi Administrasi Bisnis Angkatan 2016-2019 Fisipol UIR)

Hansri, Yulita (2022) Pengaruh Label Halal Terhadap Keputusan Pembelian Produk Skincare (Studi Kasus Pada Mahasiswi Administrasi Bisnis Angkatan 2016-2019 Fisipol UIR). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine the effect of halal labels on purchasing decisions for skincare products for business administration students at the Islamic University of Riau. The halal label research indicators used include images, text, a combination of images and text and sticking to the packaging. Purchasing decision research indicators include problem recognition, information search, evaluation of alternatives, purchase decisions, post-purchase behavior. The type of research used is associative survey research type with quantitative research methods because researchers collect data by analyzing data and explaining the relationship between independent variables and dependent variables by observing at the research site. The sampling technique used in this study used a insidental sampling technique with 100 respondents. The data collection method used is by distributing questionnaires and observations with respondents. Technical analysis used is a simple linear analysis technique. Based on the results of the t-test analysis, it can be explained that the halal label partially has a positive effect on the decision to purchase skincare products in the case study of 2016-2019 business administration students, where the independent variable, namely the halal label, has a sig value of 0.000 < 0.05 or tcount = 14.748 > 1.660. The R2 test of 0.689 (68.9%) explains that the halal label of skincare products for business administration students at Fisipol, Islamic University of Riau has an effect on purchasing decisions by 68.9% while the remaining 31.1% (100%-68.9%) describe other independent variables that were not observed in this study. From the conclusions obtained in this study, the authors give advice to the halal label issuing institution, namely LPPOM MUI and also those who produce skincare are expected to pay more attention to every skincare circulation so that it has a direct effect on increasing consumer purchasing power for these skincare products.

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