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All Journal At-Thariqah Jurnal Ekonomi
andi hasrun
Fakultas Syariah dan Dakwah, IAIN Sorong
Decision Sciences, Operations Research & Management

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Pengaruh Label Halal, Kebutuhan, Dan Literasi Keuangan Terhadap Keputusan Pembelian Kosmetik Pada Mahasiswa Di Perguruan Tinggi Kabupaten Sorong Atina Melinda.A; andi hasrun; Vantri Pieter Kelelufna
At-Thariqah: Jurnal Ekonomi Vol. 5 No. 1 (2025): At-Thariqah Jurnal Ekonomi
Publisher : Prodi Ekonomi Syariah IAIN Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47945/at-thariqah.v5i1.2333

Abstract

This study aims to determine the influence of halal labels, needs, and financial literacy on cosmetic purchasing decisions among college students in Sorong Regency. The study used a quantitative method with a descriptive approach. The study sample consisted of 95 respondents, namely active college students at universities in Sorong Regency who regularly use cosmetics. Data were collected through a Google Form and analyzed using multiple linear regression. The results showed that halal labels did not influence consumer purchasing decisions for cosmetic products, with a calculated t-value < t-table (0.224 < 1.986). Similarly, needs did not influence purchasing decisions (calculated t-value < t-table: 0.267 < 1.986). Conversely, financial literacy significantly influenced consumer purchasing decisions for cosmetic products, as evidenced by a calculated t-value > t-table (7.680 < 1.986).
Pengaruh Bauran Pemasaran 7p Terhadap Keputusan Penggunaan Jasa Pada Poplens Self Photo Studio Mandalena Heni Setyowati; andi hasrun; Masseni
At-Thariqah: Jurnal Ekonomi Vol. 5 No. 2 (2025): At-Thariqah: Jurnal Ekonomi
Publisher : Prodi Ekonomi Syariah IAIN Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47945/at-thariqah.v5i2.2336

Abstract

This study aims to determine the influence of marketing strategies on service usage decisions at Poplens Self Photo Studio. This study used a quantitative approach with a sample of 94 respondents who used Poplens Self Photo Studio services. Data were collected through distributed questionnaires and analyzed using SPSS 26 using multiple linear regression analysis, t-tests, and F-tests. The results showed that partially, the variables Product, Price, and Place had a significant positive effect on service usage decisions. Meanwhile, the variables Promotion and Physical Evidence were found to have a significant negative effect. The variables People and Process did not show a significant effect. Simultaneously, all marketing mix variables (7Ps) were proven to have a positive and significant effect on service usage decisions, with an F-value of 23.568>2.12 and a significance level of 0.000<0.05, and were able to explain 62.9% of the service usage decision variable. These results confirm that an integrated marketing mix plays a crucial role in shaping customer decisions at Poplens Self Photo Studio.
Co-Authors Atina Melinda.A Mandalena Heni Setyowati Masseni Vantri Pieter Kelelufna