Open AccessPENGARUH PENGETAHUAN PRODUK, LABEL DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK HALAL DENGAN HARGA SEBAGAI MEDIASI
Author(s) -
Fadli Hudaya,
Artantri Nugraheni,
Sobrotul Imtikhanah
Publication year - 2021
Publication title -
neraca
Language(s) - English
Resource type - Journals
eISSN - 2745-5750
pISSN - 1829-8648
DOI - 10.48144/neraca.v17i1.592
Subject(s) - nonprobability sampling , sobel test , purchasing , business , advertising , product (mathematics) , cosmetics , mediation , promotion (chess) , likert scale , marketing , business administration , psychology , mathematics , medicine , population , political science , developmental psychology , geometry , environmental health , pathology , politics , law
This study aimed to analyze the effect of Product Knowledge, Halal Label and Promotion on Purchasing Decisions of Halal Cosmetics Products with Price as a Mediation variable. The object in this study was a student at the Faculty of Economics and Business, University of Muhammadiyah Pekajangan Pekalongan. The sampling technique used was purposive sampling technique with a sample of 100 respondents. Primary data was collected through questionnaires using a Likert scale. The analysis technique in this study used path analysis with the mediation test using the Sobel test.
The results of this study indicated that: (1) Product Knowledge had a significant effect on Purchasing Decisions for Halal Cosmetics Products. (2) Halal Label had a significant effect on Purchasing Decisions for Halal Cosmetic Product. (3) Promotion had a significant effect on the Decisions to Purchase Halal Cosmetics Products. (4) Price can be a mediating variable between Product Knowledge, Halal Label and Promotion on Purchasing Decisions of Halal Cosmetics Products.
Keywords: Product Knowledge, Halal Label, Promotion, Purchasing Decisions and Price.