Pengaruh Produk halal dan Kesadaran Halal terhadap Keputusan Pembelian Kosmetik pada Santri Dayah Darul Ulum Al-Munawwarah Lhokseumawe
DOI:
https://doi.org/10.61132/jutrabidi.v3i5.1720Keywords:
Cosmetics, Halal Awareness, Halal Products, Purchase Decisions, StudentsAbstract
This study was conducted to examine the influence of halal products and halal awareness on cosmetic purchasing decisions among students at Dayah Darul Ulum Al-Munawwarah, Lhokseumawe. The research took place at Dayah Darul Ulum Al-Munawwarah, located in Lhok Mon Puteh Village, Muara Dua District, Lhokseumawe City. The study population consisted of 311 students, with 76 participants selected using a probability sampling technique via random sampling. A quantitative research methodology was employed, and data processing and analysis were conducted using SPSS version 27 software. The findings demonstrate that halal products and halal awareness influence cosmetic purchasing decisions both partially and simultaneously. A correlation coefficient (R) of 0.682 indicates a strong relationship between halal products, halal awareness, and cosmetic purchasing decisions. The Adjusted R² value of 0.451 indicates that 45.1% of the variance in cosmetic purchasing decisions can be explained by the factors of halal products and halal awareness. The remaining 54.9% is influenced by other factors outside the scope of this research model.
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