Pengaruh Harga Dan Label Halal Terhadap Keputusan Pembelian Kosmetik Emina Di Wilayah Surakarta

Monyka Dayu Astuti
Winda Saputri
Rayhan Gunaningrat

Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Vol. 2 No. 1 (2024): FEBRUARI : Maeswara

The purpose of this observation is to determine the influence of price and Halal Label on Purchasing Decisions for Emina cosmetics in the Surakarta area. This observation uses a quantitative method using primary data obtained by distributing documents or questionnaires and collecting responses from a sample of 55 participants. This observation was analyzed using Intelligent Partial Least Squares (PLS) to propose hypotheses, and used a quantitative approach. Based on the results of the Smart PLS analysis test carried out, it shows that prices and halal labels have a positive or significant effect on purchasing decisions.