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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Pembangunan dan Alam Lestari JDE (Journal of Developing Economies) IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature Jurnal Ilmiah KOMPUTASI JURNAL VISIONIDA Jurnal Maritim Jurnal Ilmiah Akuntansi Kesatuan Indonesian Journal of Law and Economics Review Jurnal Tinta: Jurnal Ilmu Keguruan dan Pendidikan Journal Zetroem Azzahra : Jurnal Pendidikan Anak Usia Dini Jurnal Pengabdian Inovasi dan Teknologi Kepada Masyarakat Gladi : Jurnal Ilmu Keolahragaan E3L : Journal of English Laguange Teaching, Linguistics and Literature ELPOSYS: Jurnal Sistem Kelistrikan Jurnal Aplikasi Perpajakan Journal of Educational Engineering and Environment BEduManageRs Journal : Borneo Educational Management and Research Journal Journal of Development Economic and Social Studies (JDESS) Contemporary Studies in Economic, Finance and Banking (CSEFB) Islamic Economics and finance in Focus (IEFF) Gotong Royong Scientific Development Journal Journal Electric Field Edubiotik : Jurnal Pendidikan, Biologi dan Terapan
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Journal : JURNAL VISIONIDA

 1 
PENGARUH LABEL BPOM DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH Muharam, Hari; Susilo; Erlan, Erlan Herdiatna
Jurnal Visionida Vol. 11 No. 1 (2025): Juni
Publisher : Fakultas Ekonomi Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/jvs.v11i1.14699

Abstract

This study aims to analyze the influence of the BPOM Label and Halal Label on the purchasing decisions of Wardah cosmetics among Generation Z in Bogor City. As public awareness of cosmetic product safety and product halalness for Muslim consumers increases, these two labels are considered crucial in influencing purchasing decisions. The study employs a quantitative method, with data collected through questionnaires distributed to 100 Generation Z respondents living in Bogor City. The sampling technique used is purposive sampling, with the criteria being respondents who have made at least two purchases of Wardah cosmetics. The research results show a positive and significant influence of the BPOM Label and Halal Label on Wardah cosmetic purchasing decisions. The BPOM Label plays a role in ensuring product safety, while the Halal Label is an important consideration for Muslim consumers in ensuring that the product aligns with their religious values. The recommendation from this research is that cosmetic companies should pay attention to these labels to enhance the appeal of their products among the younger generation, particularly Generation Z   Penelitian ini dilakukan bertujuan untuk menganalisis pengaruh Label BPOM dan Label Halal terhadap keputusan pembelian kosmetik Wardah pada Generasi Z di Kota Bogor. Seiring dengan meningkatnya kesadaran masyarakat tentang keamanan produk kosmetik dan kehalalan produk bagi konsumen Muslim, dua label ini dianggap penting dalam mempengaruhi keputusan pembelian. Penelitian menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner yang dibagikan kepada 100 responden Generasi Z yang tinggal di Kota Bogor. Teknik sampling yang digunakan adalah purposive sampling dengan kriteria responden yang telah melakukan pembelian kosmetik Wardah minimal dua kali. Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan dari Label BPOM dan Label Halal terhadap keputusan pembelian kosmetik Wardah. Label BPOM berperan dalam memberikan jaminan keamanan produk, sedangkan Label Halal menjadi pertimbangan penting bagi konsumen Muslim dalam memastikan produk sesuai dengan nilai-nilai keagamaan. Rekomendasi dari penelitian ini adalah bahwa perusahaan kosmetik perlu memperhatikan kedua label ini untuk meningkatkan daya tarik produk mereka di kalangan generasi muda, khususnya Generasi Z
Co-Authors Aan Wasan Abhiyaksa , Mahindra Achmad, Sjafruddin Ader Damar Indrawan Adi Mulyadi Adi Mulyadi Afrilia Dina Rizkiyani Agus Andrianto Ahmad Bay Dzukri Ahmad Imron Rozuli Akhfina Husda, Rizky Alfaqih, Mohamad Amelia, Nalendra Rizka Angelina Putri Annis Sholikha Putri Apriliyanto, Sandi Aridah Arwangi , Mohammad Salman Aji Ayu Khairiyah Azainil Azainil Bintoro, Nugroho Suryo Candra Fajri Ananda Cendani, Ringga Desy Rusmawaty Devi Narmiyanti Diana Vivanti Sigit Dimas Eriyanto Dina Ayu Rachma Ilmiana Dyah Sunggingwati Erlan, Erlan Herdiatna Fahrudin, Amanda Anisyah Fatoni, Adi Fedra Martina Firnanda, Angga Galuh Kirana Giry Marhento Halimatusya'diyah Hapzi Ali HARIYANTO HARIYANTO Hasbi Sjamsir Hermeindito Hibana Hidayatulloh , Tubagus Icha Nur Adinda Ilena Amalia Luthfi Ilham Gantar Friansyah Ilmi Zajuli Ichsan Imas Komala Imut Cahyana Destri Iyo King Siang Junaidi Junaidi Kalukar, Ventje Kalukar, Ventje Jany Karmila saputri Khairy, Rahmat Nur Lathifaniya, Palestin Tara Lilik Mahindra Abhiyaksa Maryunani Maudita, Aura Vedareni Meida, Elina Alfin Micke Theresa Bella Alfira Milzam Brillian Santana Milzam Brillian Santanaa Moch Sasmito Djati Mochammad 'Ainurroziqin Mohamad Zainal Roisul Amin Muhammad Efendi Muharam, Hari Muharomah, Dewi Robiatun Muslim Nanang Setio Pambudhi Nurul Fauziyah Nurul Istifadah Olivia Yuswita Putri Pamungkas, Aryo Bima Panji , Agil Parizal Pini Susanti Prabawati, Nisa Alifiyah Pradana , Riski Ade purba, kezia Aranthxa Putri Rahmadianty Rabbani, Rifqi Ramadhani, Rieska Karunia Ratna Mustika Yasi Ria Astuti Safitri Rian Nanda Riska Novitasari, Riska Rizhal Hendi Ristanto Rizka Antoni Rofiqi, Irfan Rosdiana Dewi, Eva Rukma Kalista, Widiani Ruqiah Ganda Putri Panjaitan Saksono, Lalang Salsabila Shafiyah Sarwono Sukamdi Sungkowo, Heri Syabril Ulum, Akhdiyat Taqdiraa Tri Dewi Ramadhani Ventje Jany Kalukar Wahyu Ramadhan Widyawati, Romya Seckar Wimardu, Dessylla Duarthe Wirahendri Wulandhari, Evi Yeni Widiyawati Zahrah