Electronic Theses and Dissertation

Kosmetik halal terus berkembang di industri kecantikan Indonesia karena memiliki mayoritas masyarakat yang beragama Islam. Selain itu, jaminan kehalalan terhadap produk perawatan kulit sekarang penting sekali sebab pada kenyataannya masih banyaknya produk perawatan kulit yang dipasarkan belum menyertakan label halal di kemasan produk. Penelitian ini bertujuan untuk menganalisis pengaruh pengaruh labelisasi halal, harga, kualitas produk, dan citra merek terhadap kepuasan konsumen skincare Safi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala. Penelitian ini melibatkan 97 responden yang dipilih melalui teknik purposive sampling. Data yang digunakan merupakan data primer yang diperoleh melalui penyebaran kuesioner kepada responden yang terlibat secara langsung dalam studi, dan data sekunder yang diperoleh melalui telaah mendalam terhadap berbagai sumber studi kepustakaan yang relevan dengan topik yang diteliti. Metode analisis yang diterapkan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa labelisasi halal, harga, kualitas produk, dan citra merek secara parsial berpengaruh terhadap kepuasan konsumen skincare Safi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala. Selain itu, labelisasi halal, harga, kualitas produk, dan citra merek secara simultan berpengaruh terhadap kepuasan konsumen skincare Safi pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala.

Kata Kunci: Skincare Safi, Kepuasan Konsumen, Labelisasi Halal, Harga, Kualitas Produk, Citra Merek

Halal cosmetics continue to grow in Indonesia's beauty industry because the majority of the population is Muslim. Additionally, the guarantee of halal status for skincare products is now very important since, in reality, many skincare products on the market still do not include a halal label on their packaging. This study aims to analyze the influence of halal labeling, price, product quality, and brand image on consumer satisfaction of Safi Skincare among students of the Faculty of Economics and Business Syiah Kuala University. This research involved 97 respondents selected through purposive sampling techniques. The data used were primary data obtained through the distribution of questionnaires to respondents directly involved in the study, and secondary data obtained through in-depth review of various literature sources relevant to the researched topic. The analysis method applied was multiple linear regression. The results of the study indicate that halal labeling, price, product quality, and brand image partially influence consumer satisfaction of Safi Skincare among students of the Faculty of Economics and Business Syiah Kuala University. Furthermore, halal labeling, price, product quality, and brand image simultaneously influence consumer satisfaction of Safi Skincare among students of the Faculty of Economics and Business Syiah Kuala University. Keywords: Safi Skincare, Consumer Satisfaction, Halal Labeling, Price, Product Quality, Brand Image