THE INFLUENCE OF BRAND IMAGE, BRAND TRUST, AND HALAL LABEL ON PURCHASING DECISIONS OF HANASUI LIP CREAM AMONG FEMALE STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITAS MALIKUSSALEH

Mutia Rahmi
T. Edyansyah
Samsul Bahri
Nurainun

International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Vol. 3 No. 12 (2024): NOVEMBER

This research excamines the influence of brand image, brand trust, and halal labels on the purchase decision of Hanasui lip cream among female students of the Faculty of Economics and Business at Malikussaleh University. This research obtained data by distributing questionnaires as a data collection instrument. This research uses a quantitative approach with multiple linear regression analysis with the help of the SPSS (Statistical Package for the Social Sciences) tool. The sampling technique used is a non-probability sampling technique with a sampling technique using purposive sampling as the determinant of the sample. The population is 105 who use Hanasui lip cream at the Faculty of Economics and Business, Malikussaleh University. Partial test results show Brand image has a negative and insignificant effect on Purchase Decision, Brand trust has a positive and significant effect on Purchase Decision, and Halal Labels have a positive and significant effect on Purchase Decision.