Open AccessPengaruh Persepsi Konsumen, Labelisasi Halal dan Citra Merek Terhadap Keputusan Pembelian Produk Herbal Skincare SR12
Author(s) -
Ade Lia,
Ibdalsyah Ibdalsyah,
Hilman Hakiem
Publication year - 2021
Publication title -
el-mal
Language(s) - English
Resource type - Journals
eISSN - 2747-0490
pISSN - 2620-2956
DOI - 10.47467/elmal.v3i2.788
Subject(s) - brand image , advertising , purchasing , business , population , perception , marketing , psychology , medicine , environmental health , neuroscience
This study aims to determine the effect of consumer perceptions, halal labeling and brand image on purchasing decisions, while the independent variables are consumer perceptions, halal labeling and brand image. The data in this study were collected through questionnaires distributed to consumers who had purchased and used SR12 herbal skincare products in Bogor. The research method used is quantitative. The population in this study were consumers of SR12 herbal skincare products. With the data collected amounted to 100 respondents. The data analysis tool used in this study used multiple linear regression. The results of this study indicate that the variables of consumer perception, halal labeling and brand image have a positive and significant effect on purchasing decisions for sr12 herbal skincare products.
Keywords: Consumer Perception, Halal Labeling, Brand Image and Purchase Decision