PENGARUH HARGA, KUALITAS PRODUK DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN SKINCARE WARDAH PADA MAHASISWI FAKULTAS EKONOMI DAN BISNIS ISLAM

Abstrak

Penelitian ini bertujuan untuk mengungkap harga, kualitas produk dan label halal secara simultan berpengaruh signifikan terhadap keputusan pembelian skincare wardah pada mahasiswi Fakultas Ekonomi dan Bisnis Islam. Skripsi ini menggunakan pendekatan kuantitatif menggunakan metode analisis statistik regresi berganda secara parsial dan simultan. Hasil penelitian menunjukkan bahwa harga memiliki pengaruh signifikan terhadap keputusan pembelian skincare wardah pada mahasiswi Fakultas Ekonomi dan Bisnis Islam Jambi. Kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian skincare wardah pada mahasiswi Fakultas Ekonomi dan Bisnis Islam Jambi. Label halal memiliki pengaruh signifikan terhadap keputusan pembelian skincare wardah pada mahasiswi Fakultas Ekonomi dan Bisnis Islam Jambi. Harga, kualitas produk dan label halal secara bersama-sama atau simultan memiliki pengaruh signifikan terhadap keputusan pembelian skincare wardah pada mahasiswi Fakultas Ekonomi dan Bisnis Islam Jambi.

This study aims to reveal the price, product quality and halal label simultaneously have a significant effect on the decision to purchase Wardah skincare in female students of the Faculty of Islamic Economics and Business. This thesis uses a quantitative approach using the multiple regression statistical analysis method partially and simultaneously. The results of the study indicate that price has a significant effect on the decision to purchase Wardah skincare in female students of the Faculty of Islamic Economics and Business Jambi. Product quality has a significant effect on the decision to purchase Wardah skincare in female students of the Faculty of Islamic Economics and Business Jambi. Halal label has a significant effect on the decision to purchase Wardah skincare in female students of the Faculty of Islamic Economics and Business Jambi. Price, product quality and halal label together or simultaneously have a significant effect on the decision to purchase Wardah skincare in female students of the Faculty of Islamic Economics and Business Jambi.