THE INFLUENCE OF HALAL LABEL, PRICE AND INGREDIENTS ON PURCHASING DECISION OF COSMETICS PRODUCT IN YOGYAKARTA
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This study aims to examine and find out: (1) The effect of halal labels on consumer purchasing decisions for cosmetic products. (2) The effect of product prices on consumer purchasing decisions for cosmetic products. (3) Effect of ingredients on consumer cosmetics products' buying decisions.This research is a survey research. The population in this study were students of Yogyakarta Muhammadiyah University, UIN Sunan Kalijaga Yogyakarta, and Indonesian Islamic University. The sample of this study was determined by the Slovin sampling technique of 400 people. The questionnaire trial consisted of validity testing using the Product Moment method and reliability testing using Cronbach’s Alpha method. The analysis technique in this study uses a descriptive analysis method and multiple linear regression analysis. The results showed that: (1) the halal label had a positive effect on purchasing decisions, this was evidenced by the significant value of t count is 0,000, which means (sig <0.05), (2) the price of the product affected positive towards the purchase decision, with the significant value of t count is 0.000, (3) ingredients has a positive effect on the purchase decision, with the significant value t count is 0.000, and (4) halal label, price and ingredients have a positive effect on purchasing decisions, this is evidenced by the significant of F count is 0,000.