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All Journal Maslahah: Jurnal Manajemen dan Ekonomi Syariah
Resi Sutriani
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Maslahah: Jurnal Manajemen dan Ekonomi Syariah

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Pengaruh Label Halal, Kesadaran Halal Dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah Pada Wanita Muslimah Generasi Z Di Kota Jambi Resi Sutriani; Agustina Mutia; Neneng Sudharyati
Maslahah : Jurnal Manajemen dan Ekonomi Syariah Vol. 2 No. 2 (2024): April : Jurnal Manajemen dan Ekonomi Syariah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/maslahah.v2i2.1049

Abstract

Purchasing decisions are one part of the consumer's response to whether or not to buy a product, from several factors that can influence consumers to buy a product where consumers consider halal labels and product brand images that are already known among generation Z women and halal awareness factors that consumers have when they want to make a purchase decision. This study aims to determine and analyze the influence of halal labels, halal awareness and brand image on the purchase decision of Wardah cosmetic products in generation Z Muslim women. The research method used is quantitative descriptive. The results showed that halal labels, halal awareness, and brand image had a positive and significant effect on the purchase decision of Wardah cosmetic products in generation Z Muslim women. In testing the classical assumptions of this study are normally distributed, heteroscedasticity does not occur, and multicollinearity.
Co-Authors Agustina Mutia Neneng Sudharyati