The purpose of this study is to determine the effect of product quality and price on purchase decisions for Zoya brand halal cosmetics in Pekanbaru, using halal labels as a moderating variable. The population in this study are consumers who have purchased and used Zoya cosmetics and are domiciled in the city of Pekanbaru. The sampling technique is non-probability sampling, with a total sample of 128 respondents. This study uses structural equation modeling with partial least squares (SEM-PLS) in analyzing the data. The results showed that product quality had a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchase decisions. As a moderating variable, the halal label strengthens the positive relationship between product quality and purchase decisions. Furthermore, the halal label acts as a moderator, weakening the negative relationship between price and purchase decision
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