Pengaruh Label Halal, Promosi dan Harga Terhadap Keputusan Pembelian Produk Pasta Gigi Herbal HNI-HPAI: Studi Kasus Mahasiswa Universitas Ibn Khaldun Bogor

Abstract

This study aims to analyze the variables of halal label, promotion and price in purchasing decisions of HNI-HPAI herbal toothpaste. In this study using quantitative research methods by distributing questionnaires to students of the Faculty of Islamic Religion, Ibn Khaldun University, Bogor, with a sample of 100 respondents with 30 questions divided into 4 parts. The analytical tool used is using statistics, namely SPSS version 25. The results of the validity, reliability and basic assumption tests support to continue the research. The results of the analysis of the coefficient of determination (R) can be seen that the value of r = -.114 which can be interpreted as the correlation between halal label variables, promotions and prices on purchasing decisions only contributes 11.4% while the rest is influenced by other variables. From the results of the study simultaneously T arithmetic value > T table (4.199 > 2.699) and a significant value of 0.009 < 0.05, the three variables affect the decision to purchase HNI-HPAI herbal toothpaste for students of the Faculty of Islamic Religion, Ibn Khaldun University Bogor.

Keywords: Halal Labels, Promotions, Prices and Purchase Decisions