HERMAWAN, DIKI (2025) PENGARUH HARGA, LABEL HALAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PELEMBAB WAJAH WARDAH (Studi Kasus Pada Generasi Z di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the influence of price, halal label, and product quality on the purchasing decisions of Wardah facial moisturizer products. The research employs a quantitative approach using both primary and secondary data. The sampling technique applied is non-probability sampling through purposive sampling, involving 102 respondents from Generation Z in the city of Serang. Data analysis was conducted using multiple linear regression. The t-test results show that the price variable has a positive and significant effect on purchasing decisions, indicated by a significance value of 0.032 (< 0.05), while the halal label does not have a significant effect with a significance value of 0.634 (> 0.05). Meanwhile, product quality has a positive and significant effect with a significance value of 0.000 (< 0.05). Furthermore, the F-test indicates that the three independent variables simultaneously have a significant effect on purchasing decisions, with a significance value of 0.000 (< 0.05). The coefficient of determination (R²) is 0.440, suggesting that 44.0% of the variation in purchasing decisions is explained by the price, halal label, and product quality, while the remaining 56.0% is influenced by other factors not examined in this study. These findings imply that pricing strategies and product quality improvement are crucial in influencing consumer purchasing decisions, particularly among Generation Z, whereas the perception of the halal label requires further exploration to better understand its impact in the context of halal cosmetic product marketing.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh harga, label halal, dan kualitas produk terhadap keputusan pembelian produk pelembap wajah merek Wardah. Metode yang digunakan adalah pendekatan kuantitatif dengan memanfaatkan data primer dan sekunder. Teknik pengambilan sampel dilakukan melalui metode non-probability sampling dengan pendekatan purposive sampling yang melibatkan 102 responden dari kalangan Generasi Z di Kota Serang. Analisis data dilakukan menggunakan regresi linier berganda. Hasil uji t menunjukkan bahwa variabel harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi 0,032 (< 0,05), sedangkan label halal tidak berpengaruh signifikan terhadap keputusan pembelian karena nilai signifikansinya sebesar 0,634 (> 0,05). Sementara itu, variabel kualitas produk berpengaruh positif dan signifikan dengan nilai signifikansi 0,000 (< 0,05). Selanjutnya, hasil uji F menunjukkan bahwa ketiga variabel independen secara simultan berpengaruh signifikan terhadap keputusan pembelian, dengan nilai signifikansi sebesar 0,000 (< 0,05). Nilai koefisien determinasi (R²) sebesar 0,440 menunjukkan bahwa sebesar 44,0% variasi keputusan pembelian dapat dijelaskan oleh harga, label halal, dan kualitas produk, sementara 56,0% sisanya dijelaskan oleh faktor lain di luar model penelitian ini. Temuan ini mengindikasikan bahwa strategi penetapan harga yang tepat dan peningkatan kualitas produk merupakan faktor penting dalam mendorong keputusan pembelian konsumen, khususnya dari kalangan Generasi Z, sedangkan persepsi terhadap label halal perlu dikaji lebih lanjut untuk mengetahui pengaruhnya secara lebih mendalam dalam konteks pemasaran produk kosmetik halal. | |||||||||
| Uncontrolled Keywords: | Price, Halal Label, Product Quality, Purchasing Decision Harga, Label Halal, Kualitas Produk, Keputusan Pembelian | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Mr. Diki Hermawan | |||||||||
| Date Deposited: | 02 Sep 2025 09:04 | |||||||||
| Last Modified: | 02 Sep 2025 09:04 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53243 |
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