Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh label halal, promosi, harga, kualitas produk terhadap keutusan pembelian produk scarlett whitening. adapun objek pada 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 135 responden. teknik analisis data yang digunakan yaitu analisis regresi linear berganda. berdasarkan hasil analisis penelitian diperoleh hasil bahwa secara parsial label halal, promosi, harga, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. dan secara simultan label halal, promosi, harga, dan kualitas produk juga berpengaruh positif dan signifikan terhadap keputusan pembelian produk scarlett whitening pada mahasiswi universitas syiah kuala. kata kunci: label halal, promosi, harga, kualitas produk, keputusan pembelian

This research aims to analyze the influence of halal labels, promotions, prices, product quality on purchasing decisions for Scarlett Whitening products. The objects of this research are female students at Syiah Kuala University. This research uses a quantitative approach, with a non-probability sampling method using proportional random sampling technique with a sample size of 135 respondents. The data analysis technique used is multiple linear regression analysis. Based on the results of the research analysis, the results showed that partially the halal label, promotion, price and product quality had a positive and significant effect on purchasing decisions. And simultaneously the halal label, promotion, price and product quality also have a positive and significant effect on purchasing decisions for Scarlett Whitening products among Syiah Kuala University students. Keywords: halal label, promotion, price, product quality, purchasing decisions