Pengaruh Label Halal, Citra Merek dan Persepsi Kualitas terhadap Keputusan Pembelian Produk Minyak Angin Aromaterapi Merek Freshcare

Abstract

FreshCare is one of the brand of aromatherapy oil, which is the market leader nowadays. In recent years, competitors continue to increase their marketing activities to capture freshcare market share. Currently Freshcare is the only aromatherapy oil product that has obtained halal certification. The aim of this study was to determine the effect of halal label, brand image and perceive quality on purchase decision of Freshcare brand. Sampling using non-probability sampling method, with Purposive Sampling technique. Data collection techniques with questionnaires which distribute to 250 respondents. The results showed that the halal label has signifiant affects on purchasing decisions with t count (4,531) > t table (1,970). Brand image has signifiant affects on purchasing decisions with t count (2,717) > t table (1,970). perceived quality has signifiant affects on purchasing decisions with t count (4,736) > t table (1,970). halal label, brand image and perceived quality simultaneously has signifiant affects on purchasing decision with value F count (26.277) > F tabel (2.641). Among the three exogenous latent variables, perceived quality has the most dominant variable affects on purchasing decision.