PENGARUH BEBERAPA FAKTOR MINAT BELI PRODUK KECANTIKAN (STUDI PADA MAHASISWI PRODI EKONOMI SYARIAH IAIN PALOPO )
DOI:
https://doi.org/10.24256/joins.v3i2.1751Abstract
Abstract
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              This study discusses the influence of several factors on buying interest in beauty products. and which factor is the most dominant. Purchasing decisions made by Sharia Economics students have many factors, some of which are the halal label, promotion and brand factors.
              The method used in this study is a quantitative method using SPSS version 21, with a population of 409 students of Islamic Economics. The sample was obtained by the number of respondents of 100 female students. In the sampling technique, a sampling technique is used, namely random sampling or random sampling. Data were collected using a questionnaire filled out by the respondents. Then the data obtained were analyzed using multiple regression analysis.
The results of the study found that the variable consumer behavior is halal label, promotion, and brand, psychologically simultaneously has a significant influence on purchasing decisions, where it is known that the value of Fcount (13.54)> from the value of Ftable (2.46). And the most dominant factor that influences purchase interest is the brand factor because tcount (2.722)> ttable (1.660).
Keywords: Purchase Interest Decision
AbstrakPenelitian ini membahas tentang pengaruh beberapa faktor minat beli produk kecantikan. dan faktor manakah yang paling dominan. Keputusan pembelian yang dilakukan oleh mahasiswi Ekonomi Syariah oleh banyak faktor, beberapa diantaranya adalah faktor label halal, promosi dan merek.
Metode yang digunakan dalam penelitian ini adalah metode kuantitatif menggunakan SPSS versi 21, dengan populasi mahasiswi Ekonomi Syariah berjumlah 409. Sampel diperoleh dengan jumlah responden sebesar 100 mahasiswi. Dalam teknik pengambilan sampel, digunakan teknik sampling yaitu random sampling atau dengan sampel acak. Data dikumpulkan dengan menggunakan kuesioner yang diisi oleh para responden. Kemudian data yang diperoleh dianalisis dengan menggunakanan alisis regresi berganda.
Hasil penelitian menemukan bahwa perilaku konsumen variabelnya yaitu label halal, promosi, dan merek, psikologis secara simultan mempunyai pengaruh signifikan terhadap keputusan pembelian, dimana diketahui nilai Fhitung (13,54) > dari nilai Ftabel (2,46). Dan faktor yang paling dominan yang mempengaruhi minat beli yaitu faktor merek karna thitung (2,722) > ttabel (1,660).
Kata Kunci : Keputusan Minat Beli
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