Abstract:
Deviyanti M. 2021. The Effect of the Halal label Price and Product Quality toward the Purchase Decision of Wardah Cosmetics Brand at Citra Cosmetic Sungguminasa, supervised by Fitriani Latief and Nurhaeda. This study aims to ( a ) determine the effect of the " Halal " Label, Price and Product quality partially on purchasing decisions for Wardah cosmetic products in Makassar ( b ) to determine the effect of halal Labels. Prices and product quality simultaneously on purchasing decisions for Wardah cosmetic product in Makassar, ( c ) determine the most dominant variable influencing the decision to purchase Wardah cosmetic products in Sungguminasa Cosmetic Image. The sample of study was 84 respondents, namely costumers of Citra Cosmetic Sungguminasa. This study uses multiple uses multiple linear regressions analysis with data collection using a questionnaire. The result of this study are ( a ) Halal Label, Price, and Product Quality have a positive and significant partial effect on purchasing decisions for wardah cosmetic product in Sungguminasa cosmetic images ( b ) halal label, price and product quality have a positive and significant effect simultaneosly on purchasing decisions, Wardah cosmetic product in Sungguminasa cosmetic image ( c ) Price is the most dominant variable in influencing the purchase decision it has I count and high significant value.
