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Artantri Nugraheni
FEB Universitas Muhammadiyah Pekajangan Pekalongan
Economics, Econometrics & Finance

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PENGARUH PENGETAHUAN PRODUK, LABEL DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK HALAL DENGAN HARGA SEBAGAI MEDIASI: Dibuat oleh Artantri Nugraheni, Sobrotul Imtikhanah dan Fadli Hudaya (Dosen dan Maahasiswa FEB Universitas Muhammadiyah Pekajangan Pekalongan) Fadli Hudaya; Artantri Nugraheni; Sobrotul Imtikhanah
Neraca Vol. 17 No. 1 (2021): NERACA
Publisher : FEB Universitas Muhammadiyah Pekajangan Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.48144/neraca.v17i1.592

Abstract

This study aimed to analyze the effect of Product Knowledge, Halal Label and Promotion on Purchasing Decisions of Halal Cosmetics Products with Price as a Mediation variable. The object in this study was a student at the Faculty of Economics and Business, University of Muhammadiyah Pekajangan Pekalongan. The sampling technique used was purposive sampling technique with a sample of 100 respondents. Primary data was collected through questionnaires using a Likert scale. The analysis technique in this study used path analysis with the mediation test using the Sobel test. The results of this study indicated that: (1) Product Knowledge had a significant effect on Purchasing Decisions for Halal Cosmetics Products. (2) Halal Label had a significant effect on Purchasing Decisions for Halal Cosmetic Product. (3) Promotion had a significant effect on the Decisions to Purchase Halal Cosmetics Products. (4) Price can be a mediating variable between Product Knowledge, Halal Label and Promotion on Purchasing Decisions of Halal Cosmetics Products. Keywords: Product Knowledge, Halal Label, Promotion, Purchasing Decisions and Price.
Co-Authors Fadli Hudaya Sobrotul Imtikhanah