PENGARUH HARGA DAN LABEL HALAL TERHADAP MINAT BELI KOSMETIK PADA MAHASISWI FAKULTAS EKONOMI DAN BISNIS ISLAM UIN SYEKH ALI HASAN AHMAD ADDARY PADANGSIDIMPUAN

Latifah Hannum Br.Regar (UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia)

Abstract


The increasing development of the world of cosmetics has raised concerns about cosmetic products circulating on the market. As a student at the Faculty of Islamic Economics and Business, UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan, who in fact understands and understands Islamic science, is expected to be more selective in choosing cosmetic products that are safe and good to use. Because it is feared that not all products circulating on the market are labeled halal. Using cosmetic products that do not have a halal label will have a negative impact on cosmetic users and can cause skin damage. The aim of this research is to determine the effect of price and halal labels on interest in buying cosmetics among students at the Faculty of Islamic Economics and Business, UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan. The method used in this research is the quantitative method, which is a research method that uses numbers and statistics in collecting and analyzing data that can be measured. The population in this research is 343 students from the Sharia Economics and Sharia Banking study program, class of 2019, with a sampling technique of purposive sampling with a sample size of 77 students. Based on the research results obtained, there is a partial and simultaneous influence of price and halal label on interest in purchasing cosmetics. So it can be concluded that there is an influence of price and the halal label on interest in buying cosmetics among students at the Islamic Economics and Business Faculty of UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan.

Keywords = Price, Halal Label, Purchase Interest

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