Pengaruh Labelisasi Halal Terhadap Keputusan Pembelian Produk Kosmetik Wardah Pada Perempuan Muslim di Kota Medan

Abstract

Women are the potential market segmentation because they are have many needs, and one of the need is to look beautiful by using cosmetic. In Indonesia, majority of the women population are Moslem. It makes the certainty of halal product is the important thing to be concerned. Halal label in packaging becomes a thing that should be concerned for every Moslem women before doing a purchasing decisions for product. So, this study is conducted to determine wether is an influence of halal labeling to purchasing decisions, so that could deliver benefits for various parties. This study aims to determine wether there is an influence of halal labeling to purchasing decisions of Wardah Cosmetic products on Moslem women in Medan. One hundred respondents are selected by using accidential sampling method, where the population in this study was Moslem women in Medan who ever buy and use Wardah Cosmetic products. Data used in this study is primary data which obtained through quetionnaires and interviews, and secondary data obtained through the study of literature and documentation. The method of data analysis is using simple linear regression. Data processing is done by using Microsoft Excel and SPSS software version 17.0. Based on the result of the study showed that the t count value is 9.916, while the t table value is 0.1966. Because t count > t table (9.916 > 0.1966), it can be conclude that there is significant influence between halal labeling of Wardah Cosmetic products on purchasing decisions of Moslem women in Medan. While the coefficient of determination of the analytical results is known that the value obtained for 0.501 = 50.1%, means that the influence of halal labeling variabel (X) and the purchase decision variable (Y) is equal to 50.1% and the amount of other variables that influence the purchase decisions variable (Y) is equal to 49.9% which that means purchasing decisions are influenced by another factor such as cultural, social, individual, and psychology factors.