Analisis Pengaruh Label Halal Dan Harga Terhadap Keputusan Pembelian Kosmetik

This study aims to analyze the influence of the halal label and price on cosmetic purchasing decisions among the residents of Bengkalis Island. A quantitative research method with an associative approach was employed. Data were collected by distributing questionnaires to residents of Bengkalis Island who had purchased and used cosmetic products, utilizing a purposive sampling technique. Data analysis was conducted using multiple linear regression to examine the impact of the Halal Label (X₁) and Price (X₂) variables on Purchasing Decisions (Y). The results indicate that the halal label and price are factors considered by consumers when purchasing cosmetics. The halal label instills a sense of security and trust in the product, while price serves as a consideration for assessing affordability and the benefits gained. Therefore, both factors play a significant role in influencing cosmetic purchasing decisions among the community of Bengkalis Island.