PENGARUH KULITAS PRODUK, HARGA DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH DI SURABAYA

Abstract

With good economic growth, a large population, and the majority of the population is Muslim, Indonesia is a marketing market for marketing a product. Especially for cosmetic products, in order to control the market in their own country, one of these strategies is the halal label, product quality and price of a product.This research aims to examine the influence of product quality, price and halal label as an independent variable to the Wardah Cosmetic purchasing decision in Surabaya. Population in this research is all the consumer of Wardah Cosmetics in Surabaya. The sample that been used is 100 consumers of Wardah in Surabaya. By using Purposive Sampling technique. The type of data that been used is the primary data by questionnaires and analysis techniques with using multiple regression.The results showed that the product quality has a significant and positive influence on the decision to purchase Wardah products, the price has a significant and positive influence on the decision to purchase Wardah and halal label has a significant and positive influence on the decision to purchase Wardah. Results of multiple determination coefficient (R2) in this research amounted to 0.735 or 7.35%.

Keywords: Product quality, price, halal label and purchase decision.