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Abstract
Introduction
Humans have two primary needs: basic and secondary needs. Women in particular have distinct needs related to their appearance. Cosmetics serve not only to beautify but also to care for the body from head to toe. Many women incorporate cosmetics into their daily routines and use them from morning to night.
Objectives
The objective of this study is to determine the influence of halal label, price, and brand image on purchasing decisions for cosmetics among female students at UIN KHAS Jember.
Method
This quantitative research employed multiple linear regression analysis. The sample size was determined using Slovin's formula and data were collected through questionnaires distributed to a selected sample of students. The study analyzed the validity, reliability, and classical assumption tests (normality, heteroskedasticity, and multicollinearity) and used multiple linear regression to assess the impact of the independent variables (halal label, price, and brand image) on the dependent variable (purchase decision).
Results
The findings reveal that halal label and brand image positively influence the purchasing decisions of cosmetic products. These results indicate that students at UIN KHAS Jember consider halal label, price, and brand image as determinants when making cosmetic purchase decisions.
Implications
This study highlights the importance of halal labeling in reducing consumer doubts about product halal status, particularly for Muslim consumers who use cosmetics daily. The positive impact of brand image suggests that students are influenced by the reputation and perceived quality of cosmetic brands. These findings also suggest that competitive pricing strategies can significantly affect purchase decisions.
Originality/Novelty
This study provides insights into the factors influencing cosmetic purchase decisions among Muslim students, emphasizing the role of halal certification. This study contributes to the understanding of consumer behavior in the context of halal products, which is critical for marketers targeting Muslim consumers.
Article Details
Copyright (c) 2024 Ahlam Musaidah, Ahmadiono Ahmadiono, Siti Masrohatin
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References
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Laksana, F. (2018). Manajemen pemasaran: Pendekatan praktis [Marketing management: A practical approach]. Graha Ilmu.
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Rizkitysha, T. L., & Hananto, A. (2022). Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent? Journal of Islamic Marketing, 13(3), 649–670. https://doi.org/10.1108/JIMA-03-2020-0070
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References
Aeni, N., & Lestari, M. T. (2021). Pengaruh label halal, citra merek dan harga terhadap keputusan pembelian produk kosmetik Wardah [The influence of halal labels, brand image and price on purchasing decisions for Wardah cosmetic products]. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (JEBMA), 1(2), 117–126. https://doi.org/10.47709/jebma.v1i2.996
Afifah, A., Wahyuni, S., & Zulianto, M. (2022). Pengaruh celebrity endorser dan citra merek terhadap keputusan pembelian lipstik produk kosmetik Wardah (Studi kasus pada mahasiswi Pendidikan Ekonomi angkatan 2016-2019 Universitas Jember) [The influence of celebrity endorsers and brand image on the decision to purchase lipstick for Wardah cosmetic products (Case study of students from the 2016-2019 Economic Education Study Program at Jember University)]. Jurnal Pendidikan Ekonomi: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi Dan Ilmu Sosial, 16(1), 60–65. https://doi.org/10.19184/jpe.v16i1.23499
Aliza, P., & Akbar, N. (2024). The influence of brand image, halal label, and religiosity on the purchasing attitude of local halal cosmetics in Bogor. Journal of Islamic Economics Lariba, 10(1), 169–182. https://doi.org/10.20885/jielariba.vol10.iss1.art10
Alma, B. (2018). Manajemen pemasaran dan pemasaran jasa [Marketing management and service marketing]. Alfabeta.
Arifata, Z., & Rahman, T. (2021). Analisis determinan keputusan pembelian produk mie instan pada masyarakat Kecamatan Susukan [Analysis of the determinants of purchasing decisions for instant noodle products in the people of Susukan District]. Journal of Management and Digital Business, 1(3), 175–189. https://doi.org/10.53088/jmdb.v1i3.126
Aspan, H., Sipayung, I. M., Muharrami, A. P., & Ritonga, H. M. (2017). The effect of halal label, halal awarness, product price, and brand image to the purchasing decision on cosmetic products (Case study on consumers of Sari Ayu Martha Tilaar in Binjai City). International Journal of Global Sustainability, 1(1), 55–66. https://doi.org/10.5296/ijgs.v1i1.12017
Aufi, F., & Aji, H. M. (2021). Halal cosmetics and behavior of Muslim women in Indonesia: The study of antecedents and consequences. Asian Journal of Islamic Management (AJIM), 3(1), 11–22. https://doi.org/10.20885/ajim.vol3.iss1.art2
Berger, V. W., & Zhang, J. (2005). Simple random sampling. In Encyclopedia of statistics in behavioral science. John Wiley & Sons, Ltd. https://doi.org/10.1002/0470013192.bsa619
Fathurrahman, A., & Anggesti, M. (2021). Pengaruh gaya hidup, label halal dan harga terhadap keputusan pembelian kosmetik (Studi kasus pada Produk Safi) [The influence of lifestyle, halal labels and price on cosmetic purchasing decisions (Case study on Safi Products)]. JES (Jurnal Ekonomi Syariah), 6(2), 113–127. http://jes.unisla.ac.id/index.php/jes/article/view/125
Genoveva, G., & Utami, N. N. (2020). The influence of brand image, halal label, and halal awareness on customers purchasing decision of halal cosmetic. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 355–365. https://doi.org/10.24912/jmieb.v4i2.8381
Handoko. (2008). Manajemen personalia dan sumberdaya manusia [Personnel and human resource management]. BPFE.
Hernama, H., & Handrijaningsih, L. (2021). Pengaruh labelisasi halal, citra merk dan harga terhadap keputusan pembelian produk mie instan impor di kalangan mahasiswa [The influence of halal labeling, brand image and price on purchasing decisions for imported instant noodle products among students]. UG Journal, 15(2), 53–62. https://ejournal.gunadarma.ac.id/index.php/ugjournal/article/view/3638
Ijal, M. (2022, August 2). Perempuan waspadalah, banyak kosmetik berbahaya beredar di Jember [Women beware, there are many dangerous cosmetics circulating in Jember] [HTML]. Radar Jember. https://radarjember.jawapos.com/kesehatan/791116722/perempuan-waspadalah-banyak-kosmetik-berbahaya-beredar-di-jember
Isabel Sonntag, W., Lemken, D., Spiller, A., & Schulze, M. (2023). Welcome to the (label) jungle? Analyzing how consumers deal with intra-sustainability label trade-offs on food. Food Quality and Preference, 104, 104746. https://doi.org/10.1016/j.foodqual.2022.104746
Ismaulina, I., & Maisyarah, M. (2020). Pengaruh labelisasi-halal, citra merek dan harga terhadap keputusan pembelian mie instant Indomie [The influence of halal labeling, brand image and price on purchasing decisions for Indomie instant noodles]. Jurnal MANAJERIAL, 19(2), 185–197. https://doi.org/10.17509/manajerial.v19i2.23736
Jannah, R. (2023). Strategi personal selling dengan Islamic branding dalam penjualan produk kosmetik Wardah dan Safi di Kabupaten Jember [Personal selling strategy with Islamic branding in selling Wardah and Safi cosmetic products in Jember Regency] [M.A. Thesis, UIN KH. Achmad Shiddiq Jember]. http://digilib.uinkhas.ac.id/24609/
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management (16th edition). Pearson.
Laksana, F. (2018). Manajemen pemasaran: Pendekatan praktis [Marketing management: A practical approach]. Graha Ilmu.
Maison, D., Marchlewska, M., Syarifah, D., Zein, R. A., & Purba, H. P. (2018). Explicit versus implicit “halal” information: Influence of the halal label and the country-of-origin information on product perceptions in Indonesia. Frontiers in Psychology, 9. https://doi.org/10.3389/fpsyg.2018.00382
Nugroho, A. P., Atmaja, F. F., Mutaalimah, S., Andriansyah, Y., & Achiria, S. (2021). The effect of price, product quality and religiosity on purchasing behavior of halal-labeled Sariayu beauty products. 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018), 348–352. https://doi.org/10.2991/aebmr.k.210305.062
Nurdin, S., & Setiani, P. N. C. (2021). Penggunaan label halal dan harga dalam meningkatkan keputusan pembelian produk kosmetik (Studi pada masyarakat Kota Bandung) [The use of halal labels and prices in increasing purchasing decisions for cosmetic products (Study among the people of Bandung City)]. Jurnal Sains Manajemen, 3(2), 111–122. https://doi.org/10.51977/jsm.v3i2.573
Nurkhasani, A., & Nugraha, H. H. A. (2023). The urgency of halal labels in cosmetics against Muslim consumer preferences in Pekalongan. I’tisham : Journal of Islamic Law and Economics, 2(1), 49–60. https://journal.iain-manado.ac.id/index.php/itisham/article/view/1884
Pahlevi, R. (2022, March 15). Konsumsi kosmetik halal Indonesia terbesar ke-2 di dunia [Indonesia’s halal cosmetics consumption is the 2nd largest in the world] [HTML]. Databoks. https://databoks.katadata.co.id/datapublish/2022/03/15/konsumsi-kosmetik-halal-indonesia-terbesar-ke-2-di-dunia
Raziqi, A. (2022). Pengaruh label halal, religiusitas, harga dan kualitas produk terhadap keputusan pembelian makanan dan minuman dalam kemasan pada mahasiswa S1 FEBI UIN Kiai Haji Achmad Siddiq dan Universitas Islam Jember [The influence of halal labels, religiosity, price and product quality on decisions to purchase packaged food and drinks among undergraduate students at FEBI UIN Kiai Haji Achmad Siddiq and Islamic University of Jember] [M.A. Thesis, UIN KH Achmad Siddiq Jember]. http://digilib.uinkhas.ac.id/9206/
Riyono, & Budiraharja, G. E. (2016). Pengaruh kualitas produk, harga, promosi dan brand image terhadap keputusan pembelian produk Aqua [The influence of product quality, price, promotion and brand image on purchasing decisions for Aqua products]. Jurnal STIE Semarang, 8(2), 92–121. https://jurnal3.stiesemarang.ac.id/index.php/jurnal/article/view/42
Rizkitysha, T. L., & Hananto, A. (2022). Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent? Journal of Islamic Marketing, 13(3), 649–670. https://doi.org/10.1108/JIMA-03-2020-0070
Rozjiqin, M. F., & Ridlwan, A. A. (2022). Pengaruh label halal, harga, dan citra merek terhadap keputusan pembelian konsumen pada Starbucks [The influence of the halal label, price, and brand image on consumer purchasing decisions at Starbucks]. Journal of Economics and Business Aseanomics, 7(1), 60–77. https://doi.org/10.33476/jeba.v7i1.2419
Sitompul, S. S., Nyunando, F., & Putra, R. (2023). Analisa pengaruh kualitas produk, harga, promosi dan label halal terhadap keputusan pembelian mie instan Indomie di Kota Pekanbaru [Analysis of the influence of product quality, price, promotion and halal labels on purchasing decisions for Indomie instant noodles in Pekanbaru City]. LUCRUM : Jurnal Bisnis Terapan, 3(2), 190–203. https://ejournal.pelitaindonesia.ac.id/ojs32/index.php/lucrum/article/view/3399
Sugiyono. (2018). Metode penelitian kuantitatif [Quantitative research methods]. Alfabeta.
Suharno, & Sutarso, Y. (2010). Pemasaran dalam praktek [Marketing in practice]. Graha Ilmu.
Susanti, A., Soemitro, R. A. A., Suprayitno, H., & Ratnasari, V. (2019). Searching the appropriate minimum sample size calculation method for commuter train passenger travel behavior survey. Journal of Infrastructure & Facility Asset Management, 1(1), 47–60. https://doi.org/10.12962/jifam.v1i1.5232
Ula, N., Ashilah, K., & Choiriyah, F. U. (2023). Pengaruh brand image, label halal dan harga terhadap keputusan pembelian Mixue (Studi kasus konsumen Mixue Jl. Jawa Jember) [The influence of brand image, halal labels and price on Mixue purchasing decisions (Case study of Mixue consumers Jl. Jawa Jember)]. Jurnal Mahasiswa Entrepreneurship (JME), 2(11), 2657–2671. https://doi.org/10.36841/jme.v2i11.3837
Uliya, Z., Zulhadi, T., & Mahyarni, M. (2023). Pengaruh label halal, citra merek, dan harga terhadap keputusan pembelian produk kosmetik Wardah: (Studi pada konsumen di Kota Bengkalis) [The influence of halal labels, brand image, and price on purchasing decisions for Wardah cosmetic products: (Study of consumers in Bengkalis City)]. Money: Journal of Financial and Islamic Banking, 1(2), 106–114. https://doi.org/10.31004/money.v1i2.15287
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