Rahmah, Rahmah and Ramdan, Asep M and Muhammad Danial, R. Deni (2020) PENGARUH RELIGIUSITAS DAN PRODUK HALAL TERHADAP KEPUTUSAN MEMILIH KOSMETIK PADA KONSUMEN MUSLIM. Sketsa Bisnis (Jurnal Ilmu Administrasi Bisnis), 7 (1). pp. 1-10. ISSN 2356-3672

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Abstract

The purpose of this research was conducted to determine the effect of religiosity and halal products on the decision to choose cosmetics on muslim consumer. The variables in this research are Religiosity (X1), Halal Products (X2) and Purchase Decisions (Y). The research usesnon probability sampling techniques with the type of purposive sampling. Analysis of the data research is multiple linear regression. Primary data collection techniques applied by distributing questionnaires to 97 muslim women. The results of the research shows the coefficient determination obtained an R square value of 0,781 or 78,1% on the purchase decision (Y), and the remaining value is 21,9% another factor that is not examined in this study. Based on the results of hypothesis shows a religiosity variable has a significant influence on the purchase decision, and the halal product variable has a significant on the purchase decision.

Item Type:	Article
Uncontrolled Keywords:	Religiosity, Halal Product, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Administrasi dan Humaniora > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	22 Feb 2022 02:14
Last Modified:	22 Feb 2022 02:14
URI:	http://eprints.ummi.ac.id/id/eprint/2119

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