| dc.description.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. | en_US |
