STRATEGI PENUNJANG PROSES PENGAMBILAN KEPUTUSAN PADA KUALITAS PRODUK DAN LABEL HALAL LIPTINT HANASUI DI KOTA SURABAYA

Abstract

This research analyzes the product quality and halal label on the purchasing decisions of Hanasui Lip Tint in Surabaya. The research applies qualitatively with a closed interview as an instrument in the data collection technique. Furthermore, the data collection technique used Criterion sampling. In line with that, 30 respondents who have purchased and used Hanasui Lip Tint in Surabaya were selected as samples. The data was analyzed descriptively to identify perceptions, preferences, and factors affected the purchasing decision. The result concludes that the product quality of Hanasui Lip Tiny, such as endurance, pigmentation, and usage comfortably become the main factors affect purchasing decisions. The respondents analyze the quality from every aspect, for instance: composition and material, texture, and fragrance. Moreover, the existances of halal labels also becomes an important factor which increase trust and consumers’ positive perception on products. It also has a role, especially for consumers who prioritize halal aspect in cosmetic products. The halal labels provide safety and trust that increase consumers’ interest and loyalty. The conclusion is that product quality and halal labels interact with each other in the purchasing decisions of Hanasui Lip Tint in Surabaya. The research recommends to the producers maintain improving product quality and strengthen halal branding to fulfill customers’ needs and expectations.