Pengaruh Atribut Halal Terhadap Keputusan Pembelian Produk Kosmetik Wardah Pada Mahasiswa-Mahasiswi Departemen Ilmu Admnistrasi Niaga/Bisnis

Abstract

All people want to look beauty and fun, especially women.and then many ways doing such as beauty treatments, diet and using cosmetics. Many cosmetics are marketed with various brand and product attributes. Many women realize the importance of this cosmetic, so consumers should be smart and careful choose cosmetic product. With the halal product attributes attached to cosmetic Wardah make perspectives consumer to trust because it makes consumers feel safe to choose, consume and use cosmetics Wardah. It also convince consumers that cosmetic Wardah not using chemicals made from materials that are not kosher. Because it is also make women comfortable to use Wardah cosmetic products. This study aimed to determine wether there is an influence of halal product attributes cosmetic products Wardah on purchasing decisions of University Student of Business Administration / Business FISIP USU. Selection of respondents simple random sampling (simple random sampling) are characteristics or traits of the members population are the same (homogeneous). The data used in this research is primary data obtained through questionnaires and interviews, while secondary data obtained through the study of literature and documentation. The methods of data analysis is using simple linear regression. Data processing is done by using Microsoft Excel and SPSS software. Based on the results of the study showed that the value of t > t table, then H0 is rejected and Ha accepted. Based on the above data it is known that the t value for the halal attribute products is 21 529 with the significance of 0.000. While t table in this study with α = 0.05 is 1.990. Therefore t > t table (21 529 > 1.990) and 0.000 probability value <0.05. Then the conclusion there is a significant influence between halal product attribute variables (X) to the purchasing decision (Y). While the results of the analysis of the coefficient of determination R-square value of 0.853 means that 85.3% are influenced by factors halal product attributes. While the remaining 14.7% is influenced by other factors not included in this study, such as other product attributes of quality, price, brand, design or packaging.