PENGARUH LABEL HALAL DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK X PADA MAHASISWI FE UNJ

MAULIDA, VIRLIA RIZQI (2020) PENGARUH LABEL HALAL DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK X PADA MAHASISWI FE UNJ. S1 thesis, Universitas Negeri Jakarta.

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Abstract

VIRLIA RIZQI MAULIDA, The Effect of Halal Label and Price Towards Student’s Purchase Decision of X Cosmetic’s Product in The FE, UNJ. The purpose of this study was to determine the effect of halal labels and prices on the purchase decision of X cosmetics products at the FE, UNJ. This research was conducted at the Faculty of Economics, State University of Jakarta, for 7 months from January to July 2020. The research method that the researchers used was a survey method with a correlational approach, the population used were all female students of the Faculty of Economics, State University of Jakarta. The sampling technique used was purposive sampling technique as many as 126 people. The simple regression equation produced X1 is Ŷ = 55.194 + 0.435 X1 and the simple regression equation produced X2 is Ŷ = 45.487 + 0.532 X2. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0,200, X1 value of 0,200, X2 value of 0,200. Because the significance level of the three variables > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1 and Y for X2 produces significance value in Linearity, that is 0,000 < 0.05, so it can be concluded that it has a linear relationship. Next, a t test was carried out and Y was obtained over X1 tcount = 5,583 and ttable = 1,979439 Y over X2 tcount = 6,553 and ttable = 1,979439. Correlation coefficient between the halal label variable (X1) to the purchase decision (Y) of 0,448 and the correlation coefficient between the price variable (X2) to the purchase decision (Y) of 0,507. So, there is a positive and significant influence between halal labels on purchasing decisions, as well as a positive and significant effect between prices on purchasing decisions. Thus, it can be concluded that there is a positive and significant influence between halal and price labels on purchasing decisions. The coefficient of determination of Y over X1 was obtained at 0.199, indicating that 20,1% of the purchase decision variable was determined by the halal label. Meanwhile, the remaining 79,9% is influenced by other factors. And the coefficient of determination of Y over X2 obtained by 0.257 which shows that 25.7% of the purchase decision variable is determined by price. Meanwhile, the remaining 74.3% is influenced by other factors. Keyword: Purchase Decision, Halal Label, Price

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