Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh brand preference, harga, dan label halal terhadap keputusan pembelian produk kosmetik luxcrime. adapun objek dari penelitian ini adalah mahasiswi universitas syiah kuala. penelitian ini menggunakan pendekatan kuantitatif, dengan metode penentuan sampel non-probability sampling dengan teknik proportional random sampling dengan jumlah sampel sebanyak 100 responden. teknik analisis data yang digunakan yaitu analisis regresi linear berganda. berdasarkan hasil analisis penelitian diperoleh hasil bahwa secara parsial brand preference, harga dan label halal berpengaruh positif dan signifikan terhadap keputusan pembelian. dan secara simultan brand preference, harga, dan label halal juga berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik luxcrime pada mahasiswi universitas syiah kuala. kata kunci: brand preference, harga, label halal, keputusan pembelian

This research aims to analyze the influence of brand preference, price and halal labels on purchasing decisions for Luxcrime cosmetic products. The objects of this research are students at Universitas Syiah Kuala. This research uses quantitative, with a non-probability sampling method using proportional random sampling technique with a sample size of 100 respondents. The data analysis technique used is multiple linear analysis. Based on the results of the research analysis, it was found that partially brand preference, price and label had a positive and significant effect on purchasing decisions. Simultaneously, brand preference, price and halal labels also have a positive and significant influence on the decision to purchase Luxcrime cosmetic products among Universitas Syiah Kuala students. Keywords : Brand Preference, Prices, Halal Label, Purchasing Decisions.