THE INFLUENCE OF HALAL LABELIZATION AND BRAND IMAGE ON WARDAH COSMETIC PURCHASING DECISIONS UMSU SHARIA BUSINESS MANAGEMENT STUDENT PROGRAM

Abstract

The aim of this research is to determine the influence of halal labeling and brand image on purchasing decisions for Wardah cosmetics among 2021 Stambuk Sharia Business Management Students at Muhammadiyah University, North Sumatra. This research approach used uses a quantitative approach. The population in this study was 90 people. The sample used was 30 students representing the entire population. Research data collection was carried out using a questionnaire distributed using a nonprobility sampling technique with a purposive sampling approach. Based on the research results, it shows that the variable t-test results (partial) Halal Labeling simultaneously states that it has no significant effect, and the t-test results (partial) Brand Image simultaneously state that there is a significant influence on purchasing decisions for Stambuk 2021 Sharia Business Management Students Muhammadiyah University of North Sumatra as indicated by an F value of 33.471. Because the value 33.471 > 3.35 with a significance level of 0.000 because the significant value is much smaller than 0.05, H0 is _rejected . Ha _is accepted. It can be concluded that Halal Labeling (X₁) simultaneously has no significant effect and Brand Image (X₂) simultaneously has a significant effect on the Purchasing Decision (Y) of Wardah cosmetics among Syariah Business Management Students Stambuk 2021 Muhammadiyah University of North Sumatra. It is known that the value of the coefficient of determination or (R²) Square obtained is 0.713, this result means that 71.3% of the Wardah cosmetic purchase decision variable among the 2021 Syariah Business Management Students of the Muhammadiyah University of North Sumatra. Meanwhile, the remaining 18.7% was influenced by other variables not studied.