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All Journal Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam
Mamluatul Maghfiroh
Universitas Negeri Surabaya
Humanities Decision Sciences, Operations Research & Management Social Sciences

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Halal Label and Product Quality: Case Study Wardah Cosmetic Product Purchase Decision Lily Ulfia; Mamluatul Maghfiroh; Rachma Indrarini
Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Vol 6, No 2 (2021): December 2021
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v6i2.1919

Abstract

The development of the Indonesian cosmetic industry is relatively rapid because cosmetic products have become a primary need in Indonesia which the population is predominantly Muslim. This development caused competitive competition between cosmetics brands in Indonesia. Because of this competition, Wardah cosmetics is considering the halal label in its products and the quality of the products to increase consumer purchasing decisions. This research uses quantitative, associative methods to investigate the relationship between halal brands and product quality with the purchasing decision of Wardah cosmetics, especially in Surabaya. The number of samples used is 100 Muslim respondents who used Wardah cosmetics products in Surabaya. The data analysis technique used is multiple correlation coefficient analysis using SPSS version 25. The study results showed that halal labeling and product quality simultaneously had a significant and robust relationship with the purchasing decision of Wardah cosmetic products. While partially, the halal labels and product quality had a moderate and meaningful relationship with the purchase decision of Wardah cosmetics products.
Co-Authors Lily Ulfia Rachma Indrarini