Maslahah: Jurnal Manajemen dan Ekonomi Syariah
Vol. 2 No. 2 (2024): April : Jurnal Manajemen dan Ekonomi Syariah

Pengaruh Label Halal, Kesadaran Halal Dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah Pada Wanita Muslimah Generasi Z Di Kota Jambi

Resi Sutriani (Unknown)
Agustina Mutia (Unknown)
Neneng Sudharyati (Unknown)

Article Info

Publish Date
19 Jan 2024

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.

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Journal Info
Maslahah: Jurnal Manajemen dan Ekonomi Syariah
Website

Abbrev

Maslahah

Publisher

Sekolah Tinggi Agama Islam Yayasan Pendidikan Ilmu Qur'an Baubau

Subject

Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

bidang Ilmu Manajemen dan Ekonomi Syariah. Jurnal ini berkaitan dengan aspek apapun dari manajemen, namun tidak terbatas pada topik berikut : berbagai perspektif ekonomi Islam, keuangan publik Islam, keuangan Islam, akuntansi Islam, etika bisnis Islam, perbankan Islam, asuransi Islam, pemikiran ...