Pengaruh Label Halal, Kesadaran Halal, Celebrity Endorser, dan Harga Terhadap Keputusan Pembelian Skincare Safi Pada Konsumen Muslim di Jawa Timur

The Influence of Halal Labels, Halal Awareness, Celebrity Endorsers, and Price on Safi Skincare Purchase Decisions on Muslim Consumers in East Java

Saat ini, populasi Muslim di Jawa Timur mencapai 100 persen dari 40,35 juta orang yang dihitung pada tahun 2022. Mengingat mayoritas penduduknya beragama Islam, pelanggan Muslim harus memilih barang yang mematuhi prinsip-prinsip Islam. Tujuan dari penelitian ini adalah untuk memastikan bagaimana variabel label halal, kesadaran halal, celebrity endorser, dan harga memengaruhi keputusan pembelian produk skincare Safi. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan analisis regresi linier berganda dan pengambilan sampel purposif menggunakan sampel 96 responden yang telah membeli produk skincare Safi dari konsumen Muslim di Jawa Timur. Hasil penelitian ini menunjukkan label halal, kesadaran halal, celebrity endorser, dan harga secara signifikan memengaruhi keputusan pembelian skincare Safi.

Kata kunci : label halal, kesadaran halal, celebrity endorser, harga, keputusan pembelian

Currently, the share of the Muslim population in East Java reaches 100 percent of the total population recorded in 2022 which amounted to 40.35 million people. As a country with a Muslim majority, Muslim consumers are required to choose products that are in accordance with the teachings of Islam. This study aims to determine the effect of halal labeling, halal awareness, celebrity endorsers, and price on purchasing decisions for Safi skincare. The research method used is a quantitative method with a population of Muslim consumers in East Java with a sample of 96 respondents who have purchased Safi skincare products, the method used is purposive sampling with multiple linear regression analysis. Overall results, halal labeling variables, halal awareness, celebrity endorsers, and price together or simultaneously have a significant influence on purchasing decisions.

Keywords : halal labeling, halal awareness, celebrity endorser, price, purchase decision.