Analisis Pengaruh Label Halal, Citra Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Produk Wardah (Studi Kasus Pada Konsumen Wardah di Laris Kartasura)
Keywords:
Halal Label, Brand Image, Product Quality, Price, Wardah purchasing decisionAbstract
This study aims to determine the effect of the halal label, brand image, product quality, and price on purchasing decisions for Wardah products in Laris Kartasura. The population in this study are consumers who use wardah products. The sampling technique uses the Non Probability Sampling method, which is a random sampling technique. The type of data used is secondary and primary data with a sample of 89 respondents. The research method used is a quantitative research method using multiple linear regression analysis, instrument testing, classical assumptions, and hypotheses. The results of this study indicate that the Halal Label does not have a significant effect on purchasing decisions. Evidenced by the Sig value of 0.122 > 0.05 and the t count value of 1.563 0.05 and the t count -1.090 t table 1.988, Price has a significant influence on purchasing decisions. Evidenced by the Sig value of 0.000 <0.05 and the t count value of 3.950 > t table 1.988.References
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