Pengaruh Halal Knowledge, Islamic Religiosity dan Kualitas Produk terhadap Keputusan Pembelian Produk Wardah

Abstract

Kosmetik the main needs of society in countries that are predominantly Muslim, Wardah is a brand of cosmetics brand in the first country to include halal label on its products, and is also known by some communities in Indonesia as products that demonstrate its existence, safe, high quality and also halal. This study aims to determine the effect of halal knowledge, religiosity and product quality on purchasing decisions of wardah cosmetics on Muslim consumers in Surabaya. The sampling technique used is a non-probability sampling technique in the form of purposive sampling with the population being Muslim consumers in the city of Surabaya, East Java. This study uses quantitative research methods from primary data. Meanwhile, the research sample amounted to 100 respondents. Hypothesis testing using multiple linear regression analysis on SPSS version 24. Based on the results of this study Partially, in this study, the variables of halal knowledge and Islamic religiosity did not have a significant effect on purchasing decisions. While partially in this study product quality variables have a significant effect on purchasing decisions. And simultaneously the three independent variables halal knowledge, Islamic religiosity and product quality affect the dependent variable, namely purchasing decisions..

Purchase Decision on Halal Products among Female Muslim: Evidence from Indonesia

“…These findings do not align with the research conducted by Khan et al (2020), which proposed that consumers equipped with halal literacy be more aware of the importance of purchasing halal products, resulting in a preference for halal-branded food. However, these results coincide with the research carried out by Achmad & Fikriyah (2021), indicating that students' decisions to buy halal-certified products are not significantly swayed by their level 319 p-ISSN: 2503-4235 of halal knowledge. Instead, it was influenced by their knowledge of the product (Nurhayati & Hendar, 2019;Rachmawati et al, 2020).…”

“…Consequently, it can be inferred that halal knowledge holds the potential to exert a positive influence on the decision-making process of students when considering the purchase of halal-certified products. This supposition aligns with previous research, which demonstrated that product quality indeed yields a positive influence on purchasing decisions (Achmad & Fikriyah, 2021). Drawing from this contextual foundation, the ensuing hypothesis can be framed as follows:…”

Pengaruh Kesadaran Halal, Religiusitas, Dan Pengetahuan Produk Halal Mahasiswa Muslim Dalam Melakukan Pembelian Makanan Secara Online (Studi Kasus Mahasiswa Universitas Islam Indonesia)

“…Religiusitas adalah penghayatan dan keyakinan agama seseorang terhadap adanya sang pencipta yang kemudian diwujudkan dengan mematuhi segala perintah dan menjauhi larangannya dengan rasa ikhlas dari hati dan dengan seluruh jiwa dan raganya [9]. Religiusitas berpengaruh pada keputusan pembelian yang dilakukan oleh konsumen dengan hasil 67% dari 100 responden [10], penelitian yang dilakukan oleh [11] membuktikan bahwa religiusitas tidak berpengaruh secara signifikan terhadap keputusan pembelian, sedangkan pada penelitian yang dilakukan oleh [ 12] membuktikan bahwa konsumen dengan pemahaman religiusitas yang tinggi berpengaruh terhadap keputusan pembelian.…”

Pengaruh Penggunaan Bahasa Indonesia Terhadap Pemasaran Produk Kopi Durian Ananda

“…Komunikasi pemasaran adalah proses yang dilakukan oleh perusahaan di mana beberapa elemen periklanan dan kegiatan pemasaran lainnya dikoordinasikan sedemikian rupa sehingga menciptakan komunikasi dengan konsumen perusahaan. (Arjunita et al, 2021) Dalam dunia media massa dan media cetak banyak sekali fungsinya sebagai sarana untuk menawarkan produknya. Karena media massa dan media cetak bersifat global, banyak pengguna media online yang berasal dari dalam maupun luar negeri, banyak ide yang muncul untuk berkomunikasi dan menawarkan produknya di Internet.…”