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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah
Sulalah
Universitas Al-Amien Prenduan
Economics, Econometrics & Finance Social Sciences

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Halal Awareness dan Diskon dalam Keputusan Pembelian DRW Skincare Sulalah; Wardatus Syarifah
Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Vol 11 No 4 (2026)
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/jms.v11i4.32397

Abstract

This study aims to examine the influence of halal awareness and discounts on purchasing decisions for DRW Skincare products at the Masaran Sentol Laok Sumenep branch. This research is based on the increasing need for skincare products among Muslim consumers and the growing importance of halal assurance in consumer behavior. In addition, discount strategies are also considered capable of influencing purchasing decisions. This study used a quantitative approach with a survey method. The population consisted of consumers of DRW Skincare at the Masaran Sentol Laok Sumenep branch, with 55 respondents selected as the sample. Data were collected through questionnaires and analyzed using multiple linear regression, partial test, and simultaneous test. The results show that halal awareness has a positive effect on purchasing decisions. Discounts also have a positive effect on purchasing decisions. Simultaneously, halal awareness and discounts influence consumer purchasing decisions for DRW Skincare products. These findings indicate that halal assurance and promotional strategies are important factors in strengthening consumer trust and encouraging purchasing behavior.
Co-Authors Nelly Syarifah Nur Aini