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All Journal JESKaPe: Jurnal Ekonomi Syariah, Akuntansi dan Perbankan
Nurfajri
Universitas Malikussaleh Lhokseumawe
Religion Humanities Economics, Econometrics & Finance Social Sciences

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THE IMPRESSION OF HALAL LABEL AND CELEBRITY ENDORSMENT ON PURCHASING DESICION FOR MSGLOW COSMETIC PRODUCTS: MS GLOW CONSUMER STUDY IN LHOKSEUMAWE CITY Nurfajri; Ichsan; Mukhlish M. Nur; T. Saifullah
JESKaPe: Jurnal Ekonomi Syariah, Akuntansi dan Perbankan Vol. 7 No. 1 (2023): Jurnal Ekonomi Syariah, Akuntansi dan Perbankan (JESKaPe)
Publisher : IAIN Lhokseumawe

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52490/jeskape.v7i1.753

Abstract

This study aims to This study aims to determine the effect of halal labels and celebrity endorsements on purchasing decisions for MS Glow Cosmetic Products (MS Glow Consumer Study in Lhokseumawe City). The data used in this study are primary data of 91 respondents. The method used to analyze the relationship between the independent variables and the dependent variable is multiple linear regression analysis. The results showed that partially the halal label had a positive and significant effect on purchasing decisions for MS Glow Brand Cosmetic Products in Lhokseumawe City and signifikan level 0,000, Celebrity endorsements had a positive and significant effect on purchasing decisions for MS Glow Brand Cosmetic Products in Lhokseumawe City and signifikan level 0,041. Simultaneously Halal Label and Celebrity endorsement have a positive and significant effect on purchasing decisions for MS Glow Brand Cosmetic Products in Lhokseumawe City and signifikan level 0,000.
Co-Authors Ichsan Mukhlish Muhammad Nur T. Saifullah