ANNISA, NPM 2201100022 (2026) PENGARUH LABELISASI HALAL, KUALITAS PRODUK, DAN MINAT BELI TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH (STUDI KASUS MAHASISWA/I FAKULTAS EKONOMI DAN BISNIS PROGRAM STUDI MANAJEMEN UNIVERSITAS LABUHANBATU). Tugas_Akhir(Artikel) Arus Jurnal Sosial dan Humaniora, 6 (2). pp. 2774-2790. ISSN 2808-1307(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh labelisasi halal, kualitas produk, dan minat beli terhadap keputusan pembelian produk kosmetik Wardah pada mahasiswa Fakultas Ekonomi dan Bisnis Program Studi Manajemen Universitas Labuhanbatu. Penelitian menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 83 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan bantuan program SPSS meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa seluruh item pernyataan dinyatakan valid dan reliabel. Secara parsial, labelisasi halal, kualitas produk, dan minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian produk Wardah. Secara simultan ketiga variabel tersebut juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Nilai koefisien determinasi (Adjusted R²) menunjukkan bahwa sebesar 89,7% variasi keputusan pembelian dapat dijelaskan oleh labelisasi halal, kualitas produk, dan minat beli, sedangkan sisanya sebesar 10,3% dipengaruhi oleh faktor lain di luar penelitian. Dengan demikian, peningkatan kejelasan label halal, kualitas produk, dan minat beli mampu meningkatkan keputusan pembelian produk Wardah pada mahasiswa. Kata kunci: Labelisasi Halal, Kualitas Produk, Minat Beli, Keputusan Pembelian ================================================================================================== This study aims to examine the influence of halal labeling, product quality, and purchase intention on purchasing decisions of Wardah cosmetic products among students of the Faculty of Economics and Business, Management Study Program, Universitas Labuhanbatu. The research employed a quantitative approach with data collected through questionnaires distributed to 83 respondents selected using purposive sampling. Data were analyzed using SPSS through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t test, F-test, and coefficient of determination (R²). The results indicate that all questionnaire items are valid and reliable. Partially, halal labeling, product quality, and purchase intention have a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables also have a positive and significant effect on purchasing decisions. The coefficient of determination shows that 89.7% of purchasing decisions can be explained by halal labeling, product quality, and purchase intention, while the remaining 10.3% is influenced by other variables outside this study. Therefore, improving halal labeling, product quality, and consumers' purchase intention can enhance purchasing decisions for Wardah cosmetic products among university students. Keywords: Halal Labeling, Product Quality, Purchase Intention, Purchasing Dec
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Labelisasi Halal, Kualitas Produk, Minat Beli, Keputusan Pembelian=================Halal Labeling, Product Quality, Purchase Intention, Purchasing Dec |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 21 Oct 2026 04:32 |
| Last Modified: | 21 Oct 2026 04:32 |
| URI: | http://repository.ulb.ac.id/id/eprint/2938 |
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