PENGARUH HARGA, KUALITAS PRODUK DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK DEKORATIF

  • Ella - Amidia Universitas negeri padang

Abstract

Every beauty salon that is opened must pay attention to hygiene and generally women are interested in buying cosmetic products at low prices and the results look faster, product quality is an important thing that must be sought by every company if it wants to be able to compete in the market to satisfy the needs and desires consumer. This study aims to a) determine the effect of prices on purchasing decisions for decorative cosmetic products, b) determine the effect of quality on purchasing decisions for decorative cosmetic products, c) determine the effect of halal labels on purchasing decisions for decorative cosmetic products, d) determine the effect of prices, quality and labels lawful against the decision to purchase decorative cosmetic products. This type of research is quantitative descriptive. This research was conducted in the Department of Makeup and Beauty, Faculty of Tourism and Hospitality, Padang State University. The objects of this study were students in the classes of 2016, 2017 and 2018 in the Department of Makeup and Beauty, Faculty of Tourism and Hospitality, Padang State University who used decorative cosmetic products. The time of the study is in October 2019 with 70 samples. The data collection technique is using a questionnaire adjusted in the form of a Likert scale that has been tested for validity and reliability. Data analysis techniques used correlation test, t test and F test. Based on the results of the study there is a price effect on the purchase decision of decorative cosmetics with a Pearson correlation score of 0.419 in the medium category and a sig value of 0,000 <0.05 so the Ha hypothesis can be accepted, there is an effect of the product quality on the purchase of a decorative cosmetic with a Pearson correlation score of 0.366 in the medium category and sig value 0.002 <0.05 then Ha hypothesis can be accepted, there is the influence of halal label on the purchase of decorative cosmetics with Pearson correlation score of 0.355 in the medium category and sig value 0.003 <0.05 then Ha hypothesis can be accepted, there is the influence of price, quality and halal label on the decision to purchase decorative cosmetic products with f count> f table that is 10, 580> 3.13, meaning that Ha is accepted. It is expected that the Makeup and Beauty Study Program of the Faculty of Tourism and Hospitality is expected to be the result of this research as an addition to the library reference in analyzing the factors influencing the purchase of decorative cosmetics for cosmetology and beauty students of Padang City UNP.


 

Published
2020-01-13
How to Cite
AMIDIA, Ella -. PENGARUH HARGA, KUALITAS PRODUK DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK DEKORATIF. journal of residu, [S.l.], v. 3, n. 24 Desembe, p. 13-20, jan. 2020. ISSN 2598-8131. Available at: <http://ojs.rc-institut.id/index.php/education/article/view/442>. Date accessed: 20 jan. 2020.