PENGARUH LABEL HALAL TERHADAP MINAT BELI KONSUMEN PADA PRODUK KOSMETIK WARDAH DI TEMBILAHAN

Abstract

ABSTRACT

This research was carried out in Tembilahan, the aim of this research was to find out that the halal label on Wardah products influences consumer buying interest in Tembilahan. The variable used is the independent variable in this research, namely Halal Label (X) while the dependent variable in the research is Purchase Interest (Y). Data collection uses questionnaires and literature study. The population of this study were teenage and adult consumers who had purchased Wardah cosmetic products in Tembilahan and were also used as a sample of 50 people. This data analysis is a quantitative analysis, namely analysis of data expressed in the form of numbers or quantitative data, as an analysis tool used is SPSS software. Based on the results of the research that has been carried out, it is known that the sig value for the (partial) influence of Purchase Interest (Y). Based on these results, it is stated that the halal label influences consumer buying interest in Wardah products in Tembilahan. The conclusion is that a simple linear regression analysis test shows that there is a significant influence between the Halal Label (X) on Purchase Interest (Y). Correlation Coefficient Test with an R Square value of 0.648, which means that the influence of the Halal Label variable (X) on the Purchase Interest variable (Y) is 68.4% with the remainder influenced by other variables not found in this research.