PENGARUH KUALITAS PRODUK DAN LABEL HALAL TERHADAP PEMBELIAN KONSUMEN PADA KOSMETIK WARDAH DI KARTASURA

Abstract

The purpose of this study was to determine the effect of product quality and halal label on consumer purchasing decisions on Wardah cosmetics in Kartasura. The data needed in this study is primary data obtained from respondents. Data was collected by distributing questionnaires to Wardah cosmetics consumers in Kartasura. Sampling in this study were 60 respondents with accidental sampling technique. This research uses quantitative methods with data analysis techniques including reliability tests, validity tests, statistical tests including T tests, F tests and determinant coefficients. Researchers used SPSS Version 25 tools. From the research results show that the T test on the product quality variable has a significant effect on purchasing decisions because t count > t count with the following translation: t count 3.411 t table 1.29582 with a significant value of 0.01. In the halal label variable the t count value is 2.748 and t table 1.29582 with a significant value of 0.00 which means the hala label variable has a significant effect on purchasing decisions. The results of product quality and halal labels have a simultaneous effect on purchasing decisions because the results of F count > F table with the results of F count 63,018 and F table 2.40 and are significant at 10%. % and 32.2% were influenced by other variables not examined.