The influence of halal labeling, price, and social media popularity on halal cosmetic purchases

Abstrak

Indonesia was known as a country with a majority Muslim population. The growth of the halal cosmetics industry was driven by the increasing awareness of Muslim consumers regarding halal status. The halal label became a symbol of trust, while price and social media popularity also influenced purchasing decisions and helped shape the buying patterns of cosmetics among the younger generation. This study aimed to analyze the influence of halal labeling, price, and social media popularity on the purchasing decisions of halal cosmetics among pharmacy students at Garut University. This type of research was associative quantitative. The sample in this study consisted of active male and female pharmacy students from the 2022 and 2021 cohorts, totaling 69 respondents. Data were collected using a questionnaire designed in the form of a Likert scale, which had been declared valid and reliable. The data were analyzed using multiple linear regression through SPSS 26.0 with a significance level of 5%, including F-tests and t-tests to examine the simultaneous and partial effects between variables. The results of the study showed that, simultaneously, halal labeling, price, and social media popularity had a significant effect on the purchase of halal cosmetics. Partially, the variables of halal labeling and social media popularity had a positive and significant effect, while the price variable showed a less dominant influence on the purchasing decisions of cosmetics among pharmacy students at Garut University.