The Influence of Halal Labels, Brand Image, and Price on Purchasing Decisions for Hanasui Beauty Products in Jepara Regency
DOI:
https://doi.org/10.24252/iqtisaduna.v12i1.63120Keywords:
Halal Label, Brand Image, Price, Purchasing DecisionAbstract
This study aims to examine the influence of halal labels, brand image, and price on purchasing decisions for Hanasui beauty products in Jepara Regency. This research method uses a quantitative approach with primary data taken from questionnaires on 97 respondents using purposive sampling techniques. Analysis was carried out using multiple linear regression. The results of the study indicate that the three variables of halal labels, brand image, and price have a partial and simultaneous effect on purchasing decisions. The Adjusted R2 value of 0.707 indicates that 70.0% of the purchasing decision variable can be explained by these three variables. Among the three, the halal label is the most dominant factor in influencing consumer decisions. This finding confirms the importance of halal certification, positive brand image, and competitive pricing strategies in increasing public purchasing interest in halal cosmetics.
Downloads
References
Amarul, A., & Supriatna, Y. (2023). Kesadaran Masyarakat Tentang Label Halal Dalam Mempengaruhi Minat Beli Konsumen Di Kota Serang. Jurnal Manajemen Perusahaan: JUMPA, 1(2), 53–60. https://doi.org/10.30656/jumpa.v1i2.6069
Arifin, A. (2022). Analisis Pengaruh Labelisasi Halal, Harga, Promosi, Citra Rasa, Dan Citra Merek Terhadap Keputusan Pembelian Sosis Kanzler Oleh Generasi Milenial. Jurnal Ekonomi Dan Bisnis, 10(1), 420–427.
Az-Zahra Azis, D. A., & Mukhsin, M. (2024). Pengaruh Harga Dan Label Halal Terhadap Keputusan Pembelian Produk Kosmetik Sk II. Jurnal Ekonomi Manajemen Dan Bisnis, 1(6), 71–82. https://doi.org/10.62017/jemb
Daenova, H. L. (2024). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Jus Kode di Ciledug. 1(2), 173–179.
Deviyanti, Latief, F., & Nurhaeda. (2023). Pengaruh Label Halal, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Brand Kosmetik Wardah di Citra Cosmetic Sungguminasa. Malomo: Jurnal Manajemen Dan Akuntansi, 1(1), 103–113.
Effect, T. H. E., Content, O. F., On, M., Intention, P., As, W. E., Variable, A. M., & Hanasui, O. N. (2025). The Effect Of Content Marketing On Purchase Intention. 4(2), 284–301. https://doi.org/10.26740/jdbim.v4i2.70864
Ghozali, I. (2018a). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2018b). Aplikasi analisis multivariate dengan program IBM SPSS 25 edisi ke-9.
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Halimatus Sa’diyah, & Elok Fitriani Rafikasari. (2022). Pengaruh Labelisasi Halal, Citra Merek Dan Kualitas Informasi Terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Kasus Pada Mahasiswa FEBI IAIN Tulungagung). Maro: Jurnal Ekonomi Syariah Dan Bisnis, 5(1), 129–136. https://doi.org/10.31949/maro.v5i1.2366
Handayani, N., & Sutawijaya, A. H. (2024). Impact of Product Quality and Brand Image on Purchase Decision for LGNSHOP Fashion Products. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1413–1426. https://doi.org/10.37641/jimkes.v12i4.2436
Ilmiyah, K., & Krishernawan, I. (2020). Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Mojokerto. Maker: Jurnal Manajemen, 6(1), 31–42. https://doi.org/10.37403/mjm.v6i1.143
Insani, A. D. N., Sudarwati, S., & Marwati, F. S. (2023). Keputusan Pembelian Ditinjau Dari Citra Merek, Gaya Hidup, Dan Keragaman Produk Merek Hanasui Di Sukoharjo. Jurnal Ilmiah Edunomika, 7(2), 2023. https://jurnal.stie-aas.ac.id/index.php/jie/article/view/10294
Jepara, BPS Kabupaten Jepara. (2022). Kabupaten Jepara dalam Angka 2022. Badan Pusat Statistik Kabupaten. (2022). Kabupaten Jepara dalam Angka 2022. Badan Pusat Statistik Kabupaten Jepara.
Khanfani, M., Diniyah, A., & Putri, G. Z. A. (2023). Exploring The Influence Of Consumer Behavior On Purchase Decision And Purchase Intention For Halal Cosmetics: The Moderating Role Of Halal Awareness. Airlangga International Journal of Islamic Economics and Finance, 6(02 SE-Articles), 144–160. https://doi.org/10.20473/aijief.v6i02.50743
Kotler, A. (2012). Manajemen Pemasaran, Edisi Ketiga Belas Jilid I, Terjemahan Bob Sabran. PT. Erlangga.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education Limited.
Kotler, P. dan A. (2018). Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit Salemba Empat.
Kotler, P. dan K. . (2012). Manajemen Pemasaran. Edisi Ketigabelas. Edisi Ketigabelas.Erlangga.
Magdalena, M. (2024). Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian di Indomaret Mudik Kota Gunungsitoli. 976–986.
Nanda Ariska, A., & Sidanti, H. (2023). Pengaruh Kualitas Produk, Harga, Dan Label Halal Terhadap Keputusan Pembelian Produk Hanasu. SIMBA (Seminar Inovasi Manajemen Bisnis Dan Akuntansi 5, September.
Nurhasanah, S., Tripuspitasari, Y., & Hidayat, S. (2025). Analisis Perilaku Pembeli Terhadap Skincare. 3(1), 42–51.
Park, R. E. (1966). Estimation with heteroskedastic error terms. Econometrica, 34, 888–893. https://doi.org/10.2307/1910108
Putri, Y. C., & Sjabadhyni, B. (2025). The impact of halal certification and halal awareness on consumer intentions to purchase skincare products online. 2(1), 1–15.
Qardhawi, Y. (2019). Halal dan Haram dalam Islam. Gema Insani.
Sahib, M., & Ifna, N. (2024). Urgensi Penerapan Prinsip Halal dan Thoyyib dalam Kegiatan Konsumsi. 6, 53–64.
Shantilawati, I., & Suryadi, I. (2025). The Influence of Brand Personality on Brand Trust : A Case Study of Hanasui Cosmetic Products. 190–195.
Shi, R. (2023). The Influence of Marketing Strategy on Consumer Behavior in The Cosmetics Industry. 23, 623–629.
Sri Ernawati, & Iwan Koerniawan. (2023). Pengaruh Label Halal Dan Kesadaran Halal Terhadap Minat Pembelian Konsumen Pada Produk Umkm Di Kota Bima. E-Bisnis : Jurnal Ilmiah Ekonomi Dan Bisnis, 16(1), 207–215. https://doi.org/10.51903/e-bisnis.v16i1.1185
Sugiyono. (2019). Metode penelitian kuantitatif kualitatif dan R&D (2nd ed.). Alfabeta.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta. https://openlibrary.telkomuniversity.ac.id/home/catalog/id/10026
Takami, K., & Aghwan, Z. A. A. (2024). Conceptual Framework Of ‘Halalan Thayyiban’ In Islamic Dietary Law Research. Journal of Halal Science and Technology, 3(1 SE-Articles), 65–73. https://doi.org/10.59202/jhst.v3i1.800
Tjahjono, E. J., Ellitan, L., & Handayani, Y. I. (2021). Product Quality and Brand Image Towards Customers’ Satisfaction Through Purchase Decision of Wardah Cosmetic Products in Surabaya. Journal of Entrepreneurship & Business, 2(1), 56–70. https://doi.org/10.24123/jeb.v2i1.4023
