PENGARUH KEYAKINAN AGAMA, LOGO HALAL, KEAMANAN BAHAN, DAN PROMOSI PADA PRODUK MS GLOW TERHADAP MINAT PEMBELIAN KONSUMEN

Abstract

Cosmetics that are halal are of the highest quality, adhere to strict scientific standards, and meet halal regulations. Halal cosmetic businesses, however, continue to struggle with positioning and are unsure of how to entice consumers to make purchases. One of the most popular cosmetics on the market is MS Glow, it is alleged that consumers are attracted to using MS GLOW products due to factors such as religious beliefs, the presence of a halal label on the packaging, material safety and promotion. The research was conducted by distributing questionnaires to 100 active students who use MS GLOW products. According to this study's findings variables of religious belief, halal logo, material safety and promotions significantly influence purchase intention, and when all X variables are proven the results affect variable Y with an influence proportion of 83.2% and the remaining 16.8% is influenced by other variables outside the research variables.