PENGARUH LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK (Studi Kasus: Mahasiswi FEBI IAIN Langsa)

Abstract

The concept of halal for moslem comprises the whole aspect of good and cleand that can be consumed and used by human based on Islamic sharia. The moslem consumers can easily identify the product with “ Halal “  label  on  it.  This  study  aims  to  determine  whether  there  is  an  influence  of  the  label  of  halal  of  students' decision in purchasing the cosmetic product and to investigate how much  the students' atfention on halal label on  cosmetic  product.  102  students  were  the  sample  of  this  study  which  has  selected  by  using  simple  random sampling. The data then were analyzed by using statistical test with simple regression test. The result showed that halal label influenced the student's decision on purchasing the cosmetic product by 23,4%. The percentage of student's attention on halal label on cosmetic product stood at 0,484% only. The rest percentage if 76,6% was influenced by other variable that was not mentioned in this model. In terms of micro economy, consumptive behavior affects on the Indonesian economy in islam, it is prohibited due to it can lead to be wasted moslems are guided to fulfill their needs based on syari'ah in order to achieve prosperous and happy lives both in the world and here after.