Pengaruh Label Halal dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Somethinc di Kota Mataram

Authors

Baiq Tris Saptianing Rahayu , Handry Sudiartha Athar

DOI:

10.29303/alexandria.v6i1.971

Published:

2025-04-30

Issue:

Vol. 6 No. 1 (2025): April

Keywords:

Brand Image, Halal Label, Purchasing Decision

Articles

Downloads

How to Cite

Rahayu, B. T. S., & Sudiartha Athar, H. (2025). Pengaruh Label Halal dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Somethinc di Kota Mataram. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 6(1), 145–149. https://doi.org/10.29303/alexandria.v6i1.971

Metrics

Metrics Loading ...

Abstract

Cosmetics are a series of facial treatments used by women. Customer choice is strongly influenced by individual brand choice. One of the things that can influence consumer purchasing decisions is the influence of the halal label and brand image. This study aims to determine the effect of halal labels and brand image on purchasing decisions. This research method is an associative quantitative method with a sample of 100 respondents. The sample in this study used nonprobability sampling techniques. The types of data used in this study are primary and secondary. Primary data in this study are responses or answers to respondents' questionnaires. Meanwhile, the secondary data used in this study are references obtained through literature studies. Researchers used a questionnaire as a tool to obtain data on the three variables in this study. In the data analysis procedure, validity and reliability tests were carried out. At this stage, the data is processed so that it can be concluded that the data is correct to answer the problems that arise in the study. Furthermore, the classical assumption test, multiple linear regression analysis, and model test were carried out. This study concludes that the halal label and brand image have a positive and significant effect on purchasing decisions for some products in Mataram City.

References

Athar, H. S. (2020). The Effect Of Brand Image, Price And Promotion On the Decision To Stay At Cadaka Hotel - Central Java. Jurnal Media Bina Ilmiah, 14(12). https://doi.org/https://doi.org/10.33758/mbi.v14i12.601

Fauziah, N., Abdul, D., & Mubarok, A. (2019). Pengaruh Citra Merek Terhadap Minat Beli: Studi Pada Produk Kecantikan. Journal Image, 8(1), 37–44.

Laurienzia, B., Goenawan, F., & Yogatama, A. (2021). Tingkat Brand Awareness Masyarakat Surabaya Terhadap Elemen Brand Somethinc. Universitas Kristen Petra, 9(2005), 1–12. https://publication.petra.ac.id/index.php/ilmu- komunikasi/article/view/11490

Mayang, M. (2023). Analisis Data Menggunakan Uji T: Menentukan Perbedaan yang Signifikan antara Dua Kelompok. OSF Preprints. doi:10.31219/osf.io/t458y.

Putri, S. D., Satria, C., & Setiawan, B. (2022). Pengaruh Label Halal dan Harga Terhadap Keputusan Konsumen (Studi Kasus Minimarket Mutiara Indah Talang Kelapa Palembang). Jurnal Ilmiah Mahasiswa EkonomiSyariah (JIMESHA), 2 (1), 23–38.

Rahman, R. A. A., & Zakaria, Z. (2019). Pelaksanaan Standard Kosmetik Halal : Malaysian Standard Ms 2200 – Bahagian 1 : 2008 Barang Gunaan Islam- Kosmetik Dan Satu Sorotan Literatur. Journal of Shariah Law Research (JSLR), 4(2), 137–158.

Sudirman, A., Ratih, S. D., Manggabarani, A. S., Sorgota, A. S., Ratnasari, K., Burhanudin, J., Sari, P. N., Mardianto, D., Nugroho, H., Kesuma, T. M., Amin, M. A. N., Isabella, A. A., & Utami, M. M. (2022). Manajemen Pemasaran Kontemporer. Widina Bhakti Persada.

Author Biographies

Baiq Tris Saptianing Rahayu, Universitas Mataram

Handry Sudiartha Athar, Universitas Mataram

License

Copyright (c) 2025 Baiq Tris Saptianing Rahayu, Handry Sudiartha Athar

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with ALEXANDRIA (Journal of Economics, Business, Tourism, and Entrepreneurship), agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License. This license allows authors to use all articles, data sets, graphics and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in ALEXANDRIA (Journal of Economics, Tourism, Hospitality, and Entrepreneurship).
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).