The Effect of Halal Label, Halal Awarness, Product Price, and Brand Image to the Purchasing Decision on Cosmetic Products (Case Study on Consumers of Sari Ayu Martha Tilaar in Binjai City)

Henry Aspan,Iskandar Muda Sipayung,Husni Muharram Ritonga,Ade Putri Muharrami

doi:10.5296/ijgs.v1i1.12017

Abstract

The purpose research to determine the effection of halal label, realization, product price and respect on the trademark with decision of purchase cosmetic product for consument Sariayu Martha Tilaar in Binjai. The total of samples in this research are 100 respondents. This research uses a quantitative research. The method of data analysis was conducted using multiple linear regression analysis. The results showed that the variables simultaneously on the halal label , halal realization, product pricing, and respect for the trademark with the decision to purchase in Binjai get the effects to buy cosmestic Sariayu Martha Tilaar. The variabel of effection of halal label, realization halal, product price and respect on the trademark with decision of purchase cosmetic product for consument Sariayu Martha Tilaar in Binjai are individually not significant effect on purchasing decisions. While the price of individual products has positive influence on purchase decisions cosmetics Sariayu Martha Tilaar. The result of coefficient determination test indicates that the variable of halal label, realization, product price and respect on the trademark with decision of purchase cosmetic product by 15.8% (low), while the balance of 84.2% is influenced by other variables not examined in this research.

Highlights

The cosmetics are essential elements for daily life and have become a way of life, especially for women
The purpose research to determine the effection of halal label, realization, product price and respect on the trademark with decision of purchase cosmetic product for consument Sariayu Martha Tilaar in Binjai
The result of coefficient determination test indicates that the variable of halal label, realization, product price and respect on the trademark with decision of purchase cosmetic product by 15.8%, while the balance of 84.2% is influenced by other variables not examined in this research

Summary

Introduction

The cosmetics are essential elements for daily life and have become a way of life, especially for women. There is a institution that is tasked to audit the products that are consumed by Muslims in Indonesia. This institution is the Body of Supervision and Distribution of Medicine and Food – the Indonesian Ulama Assembly (MUI LPPOM). Products that have had the certificate is able to provide halal label on its packaging. This means that these products have passed the process and its contents are inspected and free from elements that are prohibited by Islam. The cosmetics manufacturer vying to innovate by stating clearly halal label on each package in order to attract Muslim consuments in Indonesia. Sariayu Martha Tilaar has been present in Indonesia since 1977, and in 2015 Sariayu Martha Tilaar obtain Halal Top Trademark Award in the category of cosmetics

The Concept of Halal

The Halal Label

The Halal Awarness

Conclusion