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Hamzan Wadi
Fakultas Ekonomi Universitas Udayana
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Econetica

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The Influence of Product Quality, Price, and Halal Label on Consumer Purchasing Decisions on Wardah Cosmetics Wadi, Hamzan; Solatiyah, Baiq
Econetica: Jurnal Sosial, Ekonomi, dan Bisnis Vol 5 No 2 (2023): November 2023
Publisher : Program Studi Ekonomi Islam Fakultas Ekonomi Universitas Nahdlatul UlamaNusa Tenggara Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69503/econetica.v5i2.548

Abstract

Women have different needs from men, therefore women are a very potential market segmentation for various needs, one of which is cosmetics. Women are very concerned about their appearance, in contrast to men who are more likely to ignore appearance if they don't want to going out, but women pay attention to appearance both in a state of wanting to going out or in a state of not wanting to going out. Companies must be able to compete in the current era so that companies must innovate, promote, and evaluate so that companies can know the desires of the changing market. The purpose of this study was to find out whether product quality, price and halal labels affect consumer purchasing decisions on Wardah cosmetics. This research is a research with a quantitative approach with survey methods. The population in this study is consumers of Wardah cosmetics in the city of Mataram whose population number is not counted so that the population number is not known with certainty. The sampling technique uses purposive sampling with respondents in this study are 100 people. The data collection technique in this study is by using a questionnaire with the help of google from then processed using SPSS 16.0. The analysis methods used are validity and reliability tests, classical assumption tests, multiple linear regression tests, hypothesis tests through t tests and f tests, and determination coefficient tests (R2). The results showed that: (1) there was no partial influence of product quality variables on purchasing decisions as evidenced by the tcount < ttable (-1.383 < 1.988). (2) There is a partial influence of price variables on purchasing decisions as evidenced by the tcount > ttable (14,869 > 1,988). (3) There is no influence of halal label variables on purchasing decisions as evidenced by the tcount <ttable (-1.847 < 1,988). Keywords: Product Quality, Halal Label, Price, Purchasing Decision Women have different needs from men, therefore women are a very potential market segmentation for various needs, one of which is cosmetics. Women are very concerned about their appearance, in contrast to men who are more likely to ignore appearance if they don't want to going out, but women pay attention to appearance both in a state of wanting to going out or in a state of not wanting to going out. Companies must be able to compete in the current era so that companies must innovate, promote, and evaluate so that companies can know the desires of the changing market. The purpose of this study was to find out whether product quality, price and halal labels affect consumer purchasing decisions on Wardah cosmetics. This research is a research with a quantitative approach with survey methods. The population in this study is consumers of Wardah cosmetics in the city of Mataram whose population number is not counted so that the population number is not known with certainty. The sampling technique uses purposive sampling with respondents in this study are 100 people. The data collection technique in this study is by using a questionnaire with the help of google from then processed using SPSS 16.0. The analysis methods used are validity and reliability tests, classical assumption tests, multiple linear regression tests, hypothesis tests through t tests and f tests, and determination coefficient tests (R2). The results showed that: (1) there was no partial influence of product quality variables on purchasing decisions as evidenced by the tcount < ttable (-1.383 < 1.988). (2) There is a partial influence of price variables on purchasing decisions as evidenced by the tcount > ttable (14,869 > 1,988). (3) There is no influence of halal label variables on purchasing decisions as evidenced by the tcount <ttable (-1.847 < 1,988).
PENGARUH KUALITAS PRODUK, HARGA, DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KOSMETIK WARDAH Wadi, Hamzan
Econetica: Jurnal Sosial, Ekonomi, dan Bisnis Vol 6 No 1 (2024): Mei 2024
Publisher : Program Studi Ekonomi Islam Fakultas Ekonomi Universitas Nahdlatul UlamaNusa Tenggara Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0602/econetica.v5i2.533

Abstract

Perempuan memiliki kebutuhan yang berbeda dengan laki-laki, oleh sebab itu perempuan merupakan segmentasi pasar yang sangat potensial untuk berbagai kebutuhan salah satunya adalah kosmetik. Perempuan sangat memperhatikan penampilannya, berbeda dengan laki-laki yang lebih cenderung mengabaikan penampilan jika tidak ingin berpergian keluar akan tetapi perempuan memperhatikan penampilan baik dalam keadaan ingin berpergian ataupun dalam keadaan tidak ingin berpergian. Perusahaan harus mampu bersaing diera saat ini sehingga perusahaan harus berinovasi, melakukan promosi, dan evaluasi sehingga perusahaan dapat mengetahui keinginan pasar yang terus berubah. Tujuan dari penelitian ini adalah untuk mengetahui apakah kualitas produk, harga, dan label halal mempengaruhi keputusan pembelian konsumen pada kosmetik Wardah. Penelitian ini merupakan penelitian dengan dengan pendekatan kuantitatif dengan metode survey. Populasi dalam penelitian ini adalah konsumen Wardah kosmetik dikota Mataram yang jumlah populasinya tidak terhitung sehingga jumlah populasi tidak diketahui secara pasti. Teknik pengambilan sampel menggunakan purposive sampling dengan responden pada penelitian ini adalah 100 orang. Teknik pengumpulan data pada penelitian ini yaitu dengan menggunakan kuesioner dengan bantuan google form kemudian diolah menggunakan SPSS 16.0. Metode analisis yang digunakan adalah uji validitas dan reliabilitas, uji asumsi klasik, uji regresi linear berganda, uji hipotesis melalui uji t dan uji f, serta uji koefisien determinasi (R2). Hasil penelitian menunjukan bahwa: (1) tidak ada pengaruh secara parsial variabel kualitas produk terhadap keputusan pembelian yang dibuktikan dengan nilai thitung < ttabel (-1.383 < 1.988). (2) ada pengaruh secara parsial variabel harga terhadap keputusan pembelian yang dibuktikan dengan nilai thitung > ttabel (14.869 > 1.988). (3) tidak ada pengaruh variabel label halal terhadap keputusan pembelian yang dibuktikan dengan nilai thitung < ttabel (-0.847 < 1.988).
Co-Authors . Yusnaini, . Ahmad Syamsul Muarif Akbar, Ardiyallah Apriyanto, Apriyanto Astuti - Basuni, Hikmah Lia Fitiria, Zakiatul Harahap, Nurintan Muliani Harahap, Wanda Syariah Harun, Lalu Ahmad Heriyadi, Heriyadi Homiswadi, Homiswadi Indriwati Indriwati Lalu Delsi Samsumar, M.Eng. Mirahwati, Mirahwati Muhammad Idris Muhammad Idris Muhibbatun, Muhibbatun Mukminin, Emha Zainul NURUL AZIZAH Rahmawati, Sri Andlina Riana Riana, Riana Setiani, Dwi Aluh Solatiyah, Baiq Suryadi, Emi Wadi, Ardi Andika Winata, Rizki Hardian