The Influence of Halal Labels and Prices on the Decision to Purchase Skincare Products on Scholars in IAIN Manado

Arum Dia Nurahim

Abstract


This research aims: (1) to determine the effect of halal labels on purchasing decisions; (2) to savvy the effect of price on purchasing decisions; and (3) to savvy the influence of halal labels and price on purchasing decisions. The subjects of this research were scholars of the 2019 IAIN Manado Faculty of Islamic Economics and Business. This research used a quantitative method with a sampling technique using a Purposive Sampling approach calculated using the 10% Slovin formula and obtained a sample of 66 respondents. Data were collected using a questionnaire distributed via Google Forms to 66 respondents. This research uses a multiple linear regression method using SPSS version 22. The research results show: (1) The halal label has a positive and significant effect on purchasing decisions with a significance < 0.05 (0.001 < 0.05). (2) The price has a positive and significant effect on purchasing decisions with a significant value < 0.05 (0.000 < 0.05). (3) The halal label and price have a positive and significant effect on purchasing decisions, with a significant value from the F test, namely 0.000 < 0.05. This proves that by including a label on the packaging and at an affordable price it can provide positive value in influencing consumers’ decisions in purchasing a product.


Keywords


Price; Purchasing Decision; Halal Label.

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References


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DOI: http://dx.doi.org/10.30984/tjebi.v8i2.2829

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Tasharruf: Journal Economics and Bussiness of Islam is published by Fakultas Ekonomi dan Bisnis Islam, Institut Agama Islam Negeri (IAIN) Manado

Jl. Dr. S. H. Sarundajang Kawasan Ring Road I Malendeng Manado, Sulawesi Utara, Indonesia 95128
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ISSN Print: 2528-0317 ISSN Online: 2528-0325