The Influence Of Product Quality, Halal Certification, Halal Awareness, And Prices On The Purchase Of Cosmetic Products

Abstract

The market for the Muslim community in Indonesia is quite large, including the national cosmetic industry which is experiencing an increase in growth every year according to the Ministry of Industry. However, as a country with a majority Muslim population, cosmetic products with halal certification circulating in the community are lower than cosmetic products that do not have halal certification. In this study, there are several factors that are examined, namely regarding Halal Certification, Halal awareness, product quality and price which are suspected to have a relationship with consumer purchase intentions. This study aims to determine and analyze how the relationship between halal certification, halal awareness, product quality and price on interest in buying cosmetic products. The research was conducted with a quantitative approach. For primary data using a survey method, through the distribution of questionnaires or questionnaires. The subjects of this research are Muslim women who use cosmetics in the Taman Kenari Nusantara Housing complex, Cibubur with a sample of 133, where the selection of population members uses the purposive sampling method. The analytical tool used is Pearson Product Moment analysis using SPSS software. The output results of the Pearson product moment test for the multiple correlation test, t test and F test show that the independent variables of halal certification, price and product quality have a positive and significant relationship with the purchase intention variable, while the halal awareness variable does not have a positive and significant relationship with the purchase intention variable. purchase intention.

 Keywords: Halal Certification, Halal Awareness, Product Quality and Price.