DAMAYANTI, ALVINA (2023) PENGARUH PEMAHAMAN KONSUMEN TENTANG LABELISASI HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Distribution of cosmetics that do not have halal labeling still exists and is still being traded at Rau Market which is a wholesale market and cosmetic trading center in Serang City. Based on Presidential Regulation Number 80 of 2017 concerning BPOM, it has the task of carrying out government duties in the field of cosmetic and food control including cosmetics in accordance with the provisions of the applicable laws and regulations. Consumer habits in buying cosmetics are a lack of knowledge about the use of these products and there are still many teenagers who still don't know the name of the cosmetic brand, they only know these products through advertisements on social media, especially teenage girls who don't know cosmetic brands, buy because just go along with the lifestyle of someone who is known. This study aims to determine how much the relationship between consumer understanding of halal labeling has on purchasing decisions for cosmetic products and to determine how much influence consumers' understanding of halal labeling has on purchasing decisions for cosmetic products in Serang City. In this study, the authors used a survey research method with a quantitative approach, the population in this study were visitors to cosmetic shops from 12 stores, 10 visitors were taken so that the population was 120 people while the sample was taken using the Slovin formula, 55 respondents were obtained. The questionnaire was measured using a Likert scale 1-4, the data analysis method used is a simple linear regression test, correlation test, and hypothesis testing with the help of SPSS version 21 software. The results of this study show a strong relationship between consumer understanding of halal labeling on purchasing decisions and there is an effect of halal labeling on purchasing decisions of 64 .9%, and the remaining 35.1% is determined by other factors. Keywords: Consumer Understanding of Halal Labeling and Buying decision
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Peredaran kosmetik yang tidak mempunyai labelisasi halal masih ada serta masih diperjual belikan di Pasar Rau yang merupakan pasar induk dan sentra perdagangan kosmetik di Kota Serang. Berdasarkan Peraturan Presiden Nomor 80 Tahun 2017 tentang BPOM mempunyai tugas melaksanakan tugas pemerintah di bidang pengawasan kosmetik dan makanan termasuk kosmetik sesuai dengan ketentuan peraturan perundang-undangan yang berlaku. Kebiasaan konsumen dalam pembelian kosmetik yaitu kurangnya pengetahuan tentang penggunaan produk tersebut dan masih banyak juga remaja yang masih belum mengetahui nama merk kosmetik tersebut, mereka hanya mengenal produk tersebut lewat iklan di media sosial, terutama pada remaja perempuan yang memang tidak mengenal merk kosmetik, membeli karena hanya ikut-ikutan gaya hidup seseorang yang dikenal. Penelitian ini bertujuan untuk mengetahui seberapa besar hubungan pemahaman konsumen tentang labelisasi halal terhadap keputusan pembelian produk kosmetik dan untuk mengetahui seberapa besar pengaruh pemahaman konsumen tentang labelisasi halal terhadap keputusan pembelian produk kosmetik di Kota Serang. Penelitian ini penulis menggunakan metode penelitian survey dengan pendekatan kuantitatif, populasi dalam penelitian ini adalah pengunjung toko kosmetik dari 12 toko diambil 10 pengunjung sehingga populasi sebanyak 120 orang sedangkan pengambilan sampel dengan rumus slovin diperoleh 55 responden, dalam pengukuran kuesioner menggunakan pengukuran skala likert 1-4, metode analisis data yang digunakan adalah uji regresi linier sederhana, uji korelasi, dan uji hipotesis dengan bantuan software SPSS versi 21. Hasil dari penelitian ini terdapat hubungan yang kuat pemahaman konsumen tentang labelisasi halal terhadap keputusan pembelian dan terdapat pengaruh labelisasi halal terhadap keputusan pembeliansebesar 64,9%, dan sisanya 35,1% ditentukan oleh faktor lain. Kata kunci : Pemahaman Konsumen tentang Labelisasi Halal dan Keputusan Pembelian | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Alvina Damayanti | |||||||||
| Date Deposited: | 12 Jan 2023 15:46 | |||||||||
| Last Modified: | 12 Jan 2023 15:46 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/19597 |
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